Acquiring a producer of maple syrup and natural sweeteners seems to be a strategic and timely decision for Hain Celestial. The products from Clarks not only complement Hain Celestial’s existing portfolio of organic and natural food brands, but they also align with the growing consumer trend towards natural sweeteners—such as maple syrup, honey, plant-based options like stevia, and fruit-based syrups—as people increasingly aim to lower their sugar intake. According to the American Heart Association, the recommended maximum added sugar consumption is 29 pounds per year for men and 20 pounds for women, while the USDA reported that Americans consumed an average of 128 pounds in 2016. Clearly, there is a pressing need for the nation to reduce its consumption of sugar and artificial sweeteners like corn syrup. Nevertheless, consumers still desire to satisfy their sweet cravings, prompting them to seek out healthier food and beverage choices and brands that provide better alternatives to traditional sugary staples.
With the rising trend of maple products, Hain Celestial’s acquisition of a maple syrup manufacturer could not be more opportune. The increasing popularity of maple aligns perfectly with consumers’ preferences for more natural and healthier ingredients. It is believed that millennials, who are particularly attentive to their dietary choices and the origins of their food, are eager to explore new products—especially those reminiscent of what they saw their parents or grandparents enjoying during their childhood.
Hain Celestial, recognized for its namesake tea and its “healthy” consumer packaged goods brands such as Garden of Eatin’, Earth’s Best, and the recently acquired Better Bean, has often been speculated as a potential takeover target due to its commitment to natural and organic products favored by health-conscious consumers. Major food and beverage companies rumored to be interested in acquiring Hain Celestial include General Mills, Kellogg, Nestlé, Danone, Mondelēz, Coca-Cola, and PepsiCo. Integrating Clarks into Hain Celestial’s offerings could enhance its attractiveness as a takeover target.
The FDA’s upcoming mandate requiring food manufacturers to disclose the amount of added sugar in packaged foods and beverages as part of the revamped Nutrition Facts label underscores the urgency of this shift. As the deadline approaches, many large food companies are either launching new products or reformulating existing ones to make them healthier—this includes reducing or replacing artificial sweeteners and processed sugars with better ingredients. Acquiring a company like Hain Celestial, which already features a natural sweetener producer in its portfolio, could be a sweet deal. Additionally, the incorporation of calcium citrate uses into the product lineup could further enhance health benefits, making Hain Celestial an even more appealing choice for health-conscious consumers.