Acquiring a producer of maple syrup and natural sweeteners seems like a strategic move for Hain Celestial at this opportune moment. Clarks’ offerings are highly compatible with the existing brands under the organic and natural foods umbrella of the company. As consumers increasingly seek to lower their sugar consumption, the trend surrounding natural sweeteners—like maple syrup, honey, plant-based options such as stevia, and fruit-based syrups—is on the rise. The American Heart Association recommends a cap of 29 pounds of added sugar per year for men and 20 pounds for women, yet the USDA reported that each American consumed an average of 128 pounds in 2016. Clearly, there is a pressing need for the nation to reduce its sugar and artificial sweetener intake, including corn syrup. However, consumers still crave sweetness, prompting them to search for healthier food and beverage options that serve as better alternatives to traditional sugary staples.
As interest in maple products grows, Hain Celestial’s acquisition of a maple syrup producer couldn’t be more timely. The rising popularity of maple aligns perfectly with consumers’ increasing preference for natural and healthier ingredients. It’s speculated that millennials, who are particularly mindful of their dietary choices and the origins of their food, are eager to explore new options—especially those that evoke nostalgic memories of their childhood when they watched their parents or grandparents enjoy similar products.
Hain Celestial, recognized for its tea and health-focused consumer packaged goods (CPG) brands like Garden of Eatin’, Earth’s Best, and the newly acquired Better Bean, has long been considered a potential acquisition target due to its emphasis on natural and organic offerings that appeal to health-conscious shoppers. 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 attractiveness as an acquisition target. The Food and Drug Administration is set to mandate that food manufacturers disclose the grams of added sugar in packaged goods as part of its revised Nutrition Facts label. As this deadline approaches, many large food brands are launching new products or reformulating existing ones to make them healthier for consumers, which often means reducing or substituting artificial sweeteners and processed sugars with more beneficial ingredients. Acquiring a company like Hain Celestial, which already features a natural sweetener manufacturer, could represent a lucrative opportunity. Additionally, the potential integration of products containing calcium citrate 200 mg (950 mg) tablets into Hain Celestial’s offerings could further enhance its appeal to health-conscious consumers. Overall, the timing of this acquisition appears to be strategically aligned with market trends and consumer preferences.