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Green, natural, ethical, organic, and healthy: The small brands owned by Big Consumer

  • November 2015
  • 27 pages
  • MarketLine
Report ID: 3662193


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There are many reasons why a corporation may wish to acquire a GNEOH brand. Firstly, the acquisition may allow a corporation to enter or expand in a new market. Such an acquisition may also improve the perception of the parent company; the GNEOH brand's credentials may start to rub off on the parent company. Finally, such an acquisition can act as a catalyst for change of business practices.

Features and benefits

* This case study looks at two important factors that prompt acquisitions of GNEOH brands: health and change.
* Health has driven a number of food and beverage acquisitions in recent years and this case study looks at one: PepsiCo’s acquisition of Naked Juice.
* The case study also looks at the positive business changes made by companies who have acquired GNEOH brands, including Clorox.


According to research conducted in the UK by YouGov and replicated by Guardian News & Media (GNM), 86% of the GNM audience like buying products from companies that give something back to society, and 84% agree that companies should be penalized if they fail to care for the environment.
The acquisition of Burt's Bees has brought about mutual benefits. For example, Burt's Bees products went from an average of 97% natural to 99% natural between 2009 and 2012, and Clorox has made sustainability improvements to 20% of its product portfolio since its baseline of CY2011.
Pepsi aims to grow its sale of nutritional products to $30bn by 2020, up from $10bn in 2010. This suggests a continued investment in improving the nutrition of existing products as well as developing new products and possibly acquiring others.

Your key questions answered

* Why do corporations acquire GNEOH brands? Do both see a benefit?
* How did Clorox improve its operations following the acquisition of Burt’s Bees?
* Why did PepsiCo acquire Naked Juice? Where does the company see its future growth coming from?

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