Acquiring a producer of maple syrup and natural sweeteners seems like an advantageous and timely move for Hain Celestial. Clarks’ products not only complement the existing brands under this organic and natural foods company, but they also align with the rising trend of natural sweeteners—such as maple syrup, honey, plant-based options like stevia, and fruit-based syrups—as consumers increasingly seek to lower their sugar consumption. The American Heart Association recommends a limit of 29 pounds of added sugar per year for men and 20 pounds for women, while the USDA reported that each American consumed an average of 128 pounds in 2016. It’s clear that the nation needs to reduce its intake of both sugar and artificial sweeteners like corn syrup. However, consumers still wish to satisfy their sweet cravings, leading them to search for healthier food and beverage alternatives from brands that provide better options to traditional sugary staples.
With the growing public enthusiasm for maple products, Hain Celestial’s acquisition of a maple syrup manufacturer couldn’t come at a better time. Maple’s increasing popularity coincides perfectly with consumers’ desires for more natural and healthier ingredients. Many believe that millennials, who are particularly aware of their dietary choices and their origins, are eager to try new products—especially those reminiscent of what they saw their parents or grandparents enjoy during their childhood.
Hain Celestial, recognized for its signature tea and “healthy” consumer packaged goods brands like Garden of Eatin’, Earth’s Best, and the recently acquired Better Bean, has long been speculated to be a prime target for acquisition due to its focus on natural and organic products that resonate with health-conscious consumers. Major food and beverage companies rumored to be considering an acquisition include General Mills, Kellogg, Nestle, Danone, Mondelez, Coca-Cola, and PepsiCo.
Integrating Clarks into its operations could enhance Hain Celestial’s attractiveness as a takeover target. The Food and Drug Administration will soon mandate that food manufacturers disclose the number of grams of added sugar in packaged foods and beverages as part of the revamped Nutrition Facts label. With this label deadline approaching, many large food corporations are either launching new products or reformulating existing ones to make them healthier, which includes reducing or replacing artificial sweeteners and processed sugars with better-for-you ingredients. Acquiring a company like Hain Celestial, which already boasts a natural sweetener manufacturer in its portfolio, could result in a particularly beneficial arrangement. Furthermore, the potential for introducing innovative products, such as a ccm tablet generic that incorporates these healthier sweeteners, could further enhance Hain Celestial’s market position.