Wisdom Natural Brands, the Arizona-based parent company of SweetLeaf®, has announced a major acquisition in the natural sweetener market, acquiring Canadian honey producer Drizzle Honey. Known for its commitment to all-natural, sustainably sourced honey, Drizzle adds a robust new line to Wisdom’s product offerings and provides an ideal platform for expanding into the high-growth U.S. honey market.
Founded by former environmental scientist Aja Horsley, Drizzle has made its mark in Canada with raw, unprocessed, bee-friendly honey. The company sources exclusively from local beekeepers who practice sustainable and non-toxic beekeeping. Drizzle’s innovative product line includes everything from white and golden raw honeys to superfood-infused varieties, like ginger and turmeric, as well as trending products like hot honey and cinnamon-spiced honey. Now available in 1,200 Canadian stores, Drizzle will gain access to an expanded distribution network across the U.S., thanks to Wisdom’s well-established partnerships with major retailers like Whole Foods, Sprouts, Walmart, and Amazon, said a news release.
Michael May, CEO of Wisdom Natural Brands, sees the acquisition as a natural evolution for the company. “Honey fits perfectly into our line of natural sweeteners, and Drizzle Honey adds bonus wellness and environmental benefits,” he said. “With its nutrient-rich raw honey and sustainable practices that support pollinator populations, Drizzle brings a range of health and eco-friendly options for consumers looking to reduce their refined sugar intake.”
The honey market has seen significant growth, with Nielsen reporting sales exceeding $1 billion in 2023 and double-digit growth for organic and raw honey products. Raw honey in particular accounted for a substantial 35% of category volume, a testament to consumer demand for natural, nutrient-rich alternatives to conventional sweeteners, said the news release.
Drizzle’s Certified B Corporation status and dedication to sustainability, including a commitment to donate one percent of profits to pollinator research, aligns with Wisdom’s brand values. Horsley, Drizzle’s founder and “Queen Bee,” is enthusiastic about the partnership’s potential to bring Drizzle to a wider audience. “With its decades-long commitment to natural sweeteners, Wisdom is perfectly positioned to introduce our honey to U.S. consumers as well as grow our market share in Canada,” she noted.
The acquisition further cements Wisdom’s position as a leader in natural sweeteners, as it continues to provide consumers with clean, health-conscious alternatives to refined sugars and artificial sweeteners. For more information, visit SweetLeaf and Drizzle Honey’s respective websites, added the news release.
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