Why do big brands buy small, fast-growing companies?

The answer is fairly straightforward: Large, diversified companies looking to grow and capitalise on trends in consumer / food culture can leverage their capital to acquire small, fast-growing players, and take the platform and redistribute it over a much larger channel.

Remaining flexible to consumer changes is something that is more and more present in business, as consumers go from trend to trend faster than ever, thanks in large part to the internet.

The full article is here.