Acquiring a producer of maple syrup and natural sweeteners appears to be a strategic and timely decision for Hain Celestial. The products offered by Clarks complement the existing brands under the organic and natural foods company, and the demand for natural sweeteners—such as maple syrup, honey, plant-based options like stevia, and fruit-based syrups—is on the rise as consumers increasingly seek to lower their sugar consumption. The American Heart Association recommends a maximum added sugar intake of 29 pounds per year for men and 20 pounds for women, while the USDA reported that each American consumed an average of 128 pounds in 2016. There is a clear need for the nation to reduce its sugar intake and move away from artificial sweeteners like corn syrup. Nevertheless, consumers still want to satisfy their sweet cravings, leading them to search for healthier food and beverage options that provide better alternatives to traditional sugary products.
The growing enthusiasm for anything maple makes Hain Celestial’s acquisition of a maple syrup producer especially well-timed. Maple syrup’s rising popularity aligns perfectly with consumers’ increasing preference for natural and healthier ingredients. There is speculation that millennials, who are particularly mindful of their dietary choices and the origins of their food, are eager to explore new products—especially those they remember fondly from their childhoods, such as those enjoyed by their parents or grandparents.
Hain Celestial, recognized for its flagship tea and “healthy” consumer packaged goods brands, including 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 corporations rumored to be interested in acquiring the company include General Mills, Kellogg, Nestle, Danone, Mondelez, Coca-Cola, and PepsiCo. Integrating Clarks into Hain Celestial’s portfolio could enhance the company’s appeal as a takeover candidate.
As the Food and Drug Administration prepares to enforce new labeling requirements that mandate the disclosure of added sugar content in packaged foods and beverages, many large food companies are reformulating products or introducing healthier alternatives. This shift includes reducing or replacing artificial sweeteners and processed sugars with better-for-you ingredients. Acquiring Hain Celestial, which already features a natural sweetener producer in its lineup, could ultimately be a lucrative move. Additionally, the incorporation of products like a liquid calcium citrate supplement could further diversify Hain Celestial’s offerings, appealing to health-conscious consumers looking for functional foods that support their overall well-being.