Acquiring a maple syrup and natural sweeteners manufacturer appears to be a strategic and timely decision for Hain Celestial. Clarks’ products complement the existing brands under this organic and natural foods company, making them a fitting addition. As consumers increasingly seek to lower their sugar intake, natural sweeteners—such as maple syrup, honey, plant-derived sweeteners like stevia, and fruit-based syrups—are trending and gaining traction. The American Heart Association recommends a cap of 29 pounds of added sugar annually for men and 20 pounds for women, while the USDA reported that the average American consumed 128 pounds in 2016. Clearly, there is a need to reduce sugar and artificial sweetener consumption, including corn syrup. Yet, consumers still desire to satisfy their sweet cravings, leading them to seek healthier food and beverage options that provide better alternatives to conventional sugary staples.
With the growing enthusiasm for maple products, Hain Celestial’s acquisition of a maple syrup producer could not be more opportune. The rising popularity of maple aligns perfectly with consumers’ increasing preference for natural, healthier ingredients. It is speculated that millennials, who are particularly mindful of their dietary choices and their origins, might also be interested in trying new products—especially those reminiscent of what they observed their parents or grandparents enjoying during their childhood.
Hain Celestial, recognized for its namesake tea and health-focused consumer packaged goods brands like Garden of Eatin’, Earth’s Best, and the recently acquired Better Bean, has long been viewed as a potential acquisition target due to its emphasis on natural and organic products that resonate with health-conscious consumers. Major food and beverage companies rumored to be considering Hain Celestial for acquisition include General Mills, Kellogg, Nestlé, Danone, Mondelez, Coca-Cola, and PepsiCo. Integrating Clarks could enhance Hain Celestial’s appeal as a takeover candidate.
The Food and Drug Administration is set to mandate that food manufacturers disclose the grams of added sugar in packaged products as part of its revamped Nutrition Facts label. With this deadline approaching, many larger food companies are reformulating their existing products or launching new ones to promote healthier options for consumers, which often involves reducing or replacing artificial sweeteners and processed sugar with more wholesome ingredients. Acquiring a company like Hain Celestial, which already has a natural sweetener producer in its portfolio, could indeed be a lucrative move.
Furthermore, as discussions about health risks associated with certain ingredients continue, questions such as “does calcium citrate clog arteries?” are becoming more prevalent among consumers. As Hain Celestial navigates this landscape, their focus on healthful alternatives may be a significant advantage in attracting consumers who are increasingly aware of what they eat and how it affects their health. In this evolving market, the addition of Clarks could provide Hain Celestial with an even stronger position as they cater to the growing demand for natural sweeteners, while also addressing consumer concerns about ingredients like calcium citrate.