Hilltop Honey has added a quintet of trendy spreads to recruit a “younger generation of honey lovers”.
Called Hilltoppers, the range comprises: Sweet & Salty, Cocoa Honey, Chai Spiced, Whipped, and Pink (coloured with carrot concentrate and sweet potato concentrate).
The spreads (rsp: £2.75/225g) have a “unique, creamy” texture and are made from 100% natural ingredients.
Chai Spiced has launched on Ocado today and Sweet & Salty, Cocoa Honey and Pink will roll into Asda in mid-April, with 10% of proceeds from Pink going towards two breast cancer charities: Coppa Feel and Breast Cancer Now.
“We’re on a mission to reignite the category, bring in new consumers and show the versatility of honey,” said Hilltop Honey founder Scott Davies.
“Most honey products talk to traditional buyers but they’re not attracting or recruiting younger shoppers to the category.”
The exception to this was hot honey, said Davies, which Hilltop launched its own iteration of into Tesco in February 2024. It “went down a storm, and now we’re doing the same with Hilltoppers”, he added.
“Hilltoppers, with its interesting flavours and ability to be spread, will be a honey lovers’ perfect partner to their morning toast.”
Hilltop isn’t the only honey brand hoping to disrupt the category and lure younger shoppers down the aisles.
Mama Honey – which is the brainchild of hedge fund manager-turned-philanthropist Martin Zuch, working in partnership with Stonehouse Foods – is readying a launch into UK supermarkets this summer.
It will debut with Summer Harvest, Winter Harvest (both rsp: £5.49/340g) and Hot Honey (rsp: £5.99/340g), targeting “younger consumers looking for ingredient-first, transparent, pure brands”.
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