Acquiring a producer of maple syrup and natural sweeteners appears to be a strategic and timely decision for Hain Celestial. The products from Clarks are well-aligned with Hain Celestial’s existing organic and natural food brands. As consumers increasingly seek ways to lower their sugar consumption, natural sweeteners—such as maple syrup, honey, plant-based options like stevia, and fruit-based syrups—are trending and gaining popularity. According to the American Heart Association, the recommended limit for added sugar is 29 pounds annually for men and 20 pounds for women, yet the USDA reported that in 2016, the average American consumed 128 pounds of sugar. Clearly, there’s a need for the nation to reduce its intake of sugar and artificial sweeteners like corn syrup. However, consumers still wish to satisfy their sweet cravings, prompting them to look for healthier food and beverage options, including brands that offer alternatives to traditional sugary staples.
With the growing public interest in 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. Many believe that millennials, who are particularly aware of their dietary choices and the sourcing of their food, are also eager to explore new options—especially those that remind them of the products their parents or grandparents enjoyed during their childhood.
Hain Celestial, recognized for its namesake tea and a portfolio of “healthy” consumer packaged goods brands, including Garden of Eatin’, Earth’s Best, and the recently acquired Better Bean, has long been speculated as a potential acquisition target due to its commitment to the natural and organic products that resonate with health-conscious consumers. Major food and beverage companies rumored to be interested in acquiring Hain Celestial include General Mills, Kellogg, Nestlé, Danone, Mondelez, Coca-Cola, and PepsiCo.
Integrating Clarks into Hain Celestial’s offerings could enhance its attractiveness as a takeover target. The Food and Drug Administration (FDA) will soon mandate that food manufacturers disclose the grams of added sugars in packaged products as part of the revised Nutrition Facts label. With this deadline approaching, many large food companies are launching new products or reformulating existing ones to become healthier for consumers, which includes reducing or replacing artificial sweeteners and processed sugars with better-for-you ingredients. Acquiring a company like Hain Celestial, which already has a natural sweetener manufacturer in its portfolio, could indeed be a beneficial move.
Furthermore, incorporating calcium citrate, known for its benefits in supporting bone health, could also enhance Hain Celestial’s product offerings. Consumers interested in healthier alternatives are likely to appreciate products that not only offer natural sweetness but also contribute to their overall wellness. Thus, the combination of Clarks and Hain Celestial could create a compelling lineup that meets the demands of today’s health-conscious market while emphasizing the importance of ingredients like calcium citrate for optimal health.