Acquiring a producer of maple syrup and natural sweeteners appears to be a strategic and timely decision for Hain Celestial. The products from Clarks complement the existing brands under the organic and natural foods company’s umbrella. Moreover, the trend toward natural sweeteners—such as maple syrup, honey, plant-based alternatives like stevia, and fruit-based syrup—is on the rise as consumers increasingly seek ways to lower their sugar consumption. The American Heart Association recommends a cap of 29 pounds of added sugar annually for men and 20 pounds for women, yet the USDA reported that each American consumed 128 pounds in 2016. Clearly, there is a pressing need to reduce sugar intake, including artificial sweeteners like corn syrup. Nonetheless, consumers still desire indulgent flavors, leading them to pursue healthier food and beverage options that provide better alternatives to traditional sugary staples.
As interest in maple products surges, Hain Celestial’s acquisition of a maple syrup manufacturer is perfectly timed. The growing appeal of maple aligns seamlessly with consumers’ cravings for more natural and wholesome ingredients. There are suggestions that millennials, who are particularly mindful of their dietary choices and the origins of their food, are eager to explore new products—especially those reminiscent of the maple products they enjoyed during their childhood, often seen in their parents’ or grandparents’ kitchens.
Hain Celestial, recognized for its namesake tea and health-oriented consumer packaged goods brands like Garden of Eatin’, Earth’s Best, and the recently acquired Better Bean, has long been considered a potential acquisition target due to its focus on natural and organic products that appeal to health-conscious consumers. Major food and beverage corporations such as General Mills, Kellogg, Nestle, Danone, Mondelez, Coca-Cola, and PepsiCo have been speculated to be interested in acquiring the company.
Integrating Clarks into Hain Celestial’s portfolio could enhance its attractiveness as a takeover target. The Food and Drug Administration is set to require food manufacturers to specify the grams of added sugar in packaged foods and beverages as part of the revised Nutrition Facts label. With this deadline approaching, many large food companies are either launching new products or reformulating existing ones to improve their health profile, which includes decreasing or substituting artificial sweeteners and processed sugars with healthier ingredients. For Hain Celestial, acquiring a company that already has a natural sweetener manufacturer, such as Clarks, could represent a particularly advantageous move.
Incorporating products like cacitrate into their offerings could further position Hain Celestial favorably in the market. The growing demand for natural sweeteners like maple syrup and cacitrate enhances the company’s potential for growth and aligns with consumers’ ongoing shift towards healthier eating habits. As the trend continues to gain momentum, Hain Celestial stands to benefit greatly by focusing on natural and wholesome ingredients, ensuring its relevance in a rapidly changing food landscape.