Wisdom Natural Brands, the parent company of the SweetLeaf brand of natural sugar substitutes, acquired Canada-based Drizzle Honey, a raw and superfood honey product provider. The transaction adds a complementary line to Wisdom's natural sweetener portfolio, says the company in a statement, and opens the door for U.S. distribution of Drizzle products.
Drizzle produces unprocessed, bee-friendly honey sourced exclusively from beekeepers who place their hives away from synthetic pesticides, herbicides or fertilizers. Products include white raw and golden raw honey; raw honey infused with organic add-ins such as ginger, turmeric, cacao and berries; and craft products such as cinnamon-spiced honey and hot honey infused with spicy crushed chilies.
According to Nielsen sales data, honey sales exceeded $1 billion in 2023, marking strong dollar sales growth for the second consecutive year. Organic and raw honey logged double-digit dollar sales gains during 2023, and raw honey accounted for 35% of category volume compared to 18% for conventional honey over the same 12-month period.
"Honey fits perfectly into our line of natural sweeteners, and Drizzle Honey adds bonus wellness and environmental benefits by providing raw honey that retains more of its natural nutrients, line extensions with health-boosting superfoods, and sustainable beekeeping practices that are critical to maintaining pollinator populations," said Michael May, CEO of Wisdom Natural Brands, in a statement. "It's an ideal addition to the options we offer to consumers looking for natural ways to sweeten their food."
