CEO wants to capitalize on the huge Brand awareness of the Horizon name and branch out into other categories. He is smart enough to realize the amazing growth potential in the Health food area and will piggyback that success on the gigantic distribution channels already established.
What you say makes good sense, certainly; however, I kinda' got the feeling that the entire spin-off/IPO was all about protocol/positioning Dean to squeeze maximum $$$ from GIS for this healthy segment. Either way, it looks to be win/win for WWAV.
There are only two players in the field the other being Organic Valley. So the fight is limited with little other competition. Margins will get better and like I said products will diversify. These two are leading aquisition targets mentioned time and time again. That became even a greater possibility with the spinofff.