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 of the organic and natural foods company exceptionally well. Additionally, natural sweeteners—such as maple syrup, honey, plant-based alternatives like stevia, and fruit-based syrups—are currently trending and gaining traction as consumers increasingly seek ways to limit their sugar consumption. According to the American Heart Association, the recommended limit for added sugar is 29 pounds per year for men and 20 pounds for women, while the USDA reported that in 2016, the average American consumed 128 pounds. Clearly, there is a pressing 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 and brands that provide better alternatives to conventional sugary staples.
As public interest in maple products continues to rise, Hain Celestial’s acquisition of a maple syrup producer is perfectly timed. The growing popularity of maple aligns with consumers’ increasing demand for more natural and healthier ingredients. Some believe that millennials, who are particularly aware of their dietary choices and the origins of their food, are eager to try something new—especially if it evokes nostalgia from their childhood, remembering their parents or grandparents enjoying similar products.
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 considered 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 interested in acquiring Hain Celestial include General Mills, Kellogg, Nestle, Danone, Mondelez, Coca-Cola, and PepsiCo.
Integrating Clarks into Hain Celestial’s portfolio could enhance its appeal as an acquisition target. The Food and Drug Administration (FDA) will soon mandate that food manufacturers disclose the grams of added sugars in their packaged products on the revamped Nutrition Facts label. With this deadline approaching, many large food companies are launching new products or reformulating existing ones to make them healthier—often by cutting down on or replacing artificial sweeteners and processed sugars with more nutritious ingredients. Acquiring a company like Hain Celestial, which already includes a natural sweetener manufacturer, could indeed be a lucrative opportunity. Moreover, as more consumers turn to health supplements like calcium citrate 1500 mg chewable tablets to support their well-being, the demand for wholesome alternatives will only continue to grow, reinforcing the potential benefits of such an acquisition.