On Nov. 1, global natural and organic holding company Hain Celestial announced results of its first quarter of fiscal 2013, as well as news of its intent to purchase BluePrint, a New York City–based brand of raw, organic juices and cleanse products.
Hain started fiscal 2013 on a high note, recording record quarterly sales growth of 25%, with gross profit up 19%. The company is hot off an acquisition in the United Kingdom, having purchased Premier Foods for about $270 million in October, and also announced its planned December 2012 acquisition of BluePrint.
While acquiring a new brand is business as usual for Hain, BluePrint is unique to its portfolio. Hain CEO Irwin Simon said on a Nov. 1 earnings call that the company filled a necessary lifestyle niche for Hain. Its brand targets cocktail-sipping, trendy professionals rather than core natural consumers, and draws from growing lifestyle trends like yoga and spa cleansing.
“Look what's happened with Lululemon from exercising and where that brand has gone,” Simon said on the call. “There's a tremendous correlation here.”
Transparency is the new black
Latching on to trendy niches is one thing, but Nutrition Business Journal singled out BluePrint as a noteworthy brand this year for a slightly different reason—its packaging. BluePrint’s juice and cleanse products come in 16 oz, clear bottles, and ingredients are listed in large block print on the front of the package. The BluePrint logo sits at the bottom of the bottle, small and subservient to the ingredients.
Achieving product transparency via sleek design is about as on-trend as a brand can get in today’s natural food market.
“There is no magic powder added to it,” company co-founder Zoë Sakoutis told NBJ in May. “It’s just raw, unprocessed food in its natural state. It doesn’t get better than that.”
“They really got it right,” Simon said of BluePrint’s founders. Hain plans to make BluePrint a global brand, with potential expansion into Canada or the U.K.