Acquiring a producer of maple syrup and natural sweeteners seems like a strategic and timely decision for Hain Celestial. The products from Clarks complement Hain’s existing brands within the organic and natural food sector. As consumers increasingly seek to lower their sugar consumption, natural sweeteners—including maple syrup, honey, plant-based options like stevia, and fruit-based syrups—are gaining traction. The American Heart Association recommends a limit of 29 pounds of added sugar annually for men and 20 pounds for women, yet the USDA reported that in 2016, each American consumed 128 pounds of sugar. It is evident that the nation needs to reduce its intake of sugar and artificial sweeteners such as corn syrup. However, consumers still wish to satisfy their sweet cravings, leading them to seek healthier food and beverage options that provide better alternatives to traditional sugary staples.
With the growing public interest in all things maple, Hain Celestial’s acquisition of a maple syrup manufacturer is exceptionally well-timed. The rise in maple’s popularity aligns perfectly with consumers’ preferences for more natural and wholesome ingredients. Many speculate that millennials, who are particularly aware of their dietary choices, are eager to explore new products—especially those reminiscent of what they enjoyed as children alongside their parents or grandparents.
Hain Celestial, recognized for its flagship 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 offerings 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 a takeover target. The FDA is set to mandate that food manufacturers disclose the grams of added sugar in packaged products as part of the updated Nutrition Facts labeling. As this deadline approaches, many large food companies are launching new products or reformulating existing ones to ensure they are healthier for consumers, which often involves reducing or replacing artificial sweeteners and processed sugars with better ingredients. For Hain Celestial, acquiring a company that already produces natural sweeteners could be a lucrative opportunity, especially considering the health benefits associated with products like calcium citrate. This mineral not only contributes to overall health but also aligns with the increasing consumer demand for nutritious alternatives.