Wisdom Natural Brands, the U.S.-based owner of the SweetLeaf sugar substitute brand, has announced its acquisition of Drizzle Honey, a Canadian company renowned for its commitment to sustainably sourced raw and superfood honey products. The financial details of this transaction remain undisclosed.
This acquisition strategically enables Drizzle Honey to penetrate the U.S. market while providing Wisdom Natural Brands with a complementary extension to its existing product lineup. Founded in 2015 by former environmental scientist Aja Horsley, Drizzle Honey emerged from a rooftop beekeeping initiative and has since grown significantly.
Currently, Drizzle Honey distributes its products through 1,200 retail locations across Canada, along with its own online store. A noteworthy aspect of the company’s ethos is its commitment to environmental sustainability; it donates 1% of its profits to pollinator research and protection efforts. Drizzle Honey achieved Certified B Corporation status in 2019, underscoring its dedication to social and environmental performance.
Drizzle Honey distinguishes itself in the food and beverage industry by sourcing honey exclusively from beekeepers who maintain hives free from synthetic pesticides, herbicides, and fertilizers. The product range features white raw and golden raw honeys, along with raw honey infused with organic superfoods such as ginger, turmeric, cacao, and berries. Specialty items like cinnamon-spiced honey and spiced hot honey are also part of their offerings.
Michael May, CEO of Arizona-based Wisdom Natural Brands, expressed enthusiasm about the acquisition, stating, “Honey fits perfectly into our line of natural sweeteners. 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 critical to maintaining pollinator populations. It is an ideal addition to the options we offer to consumers looking for natural ways to sweeten their food.”
Aja Horsley added, “We have spent the past eight years building Drizzle into a solid presence in Canada, and we knew it was time to expand to the U.S. With Wisdom’s decades-long commitment to natural sweeteners and established distribution of SweetLeaf products in both natural and mainstream groceries, the company is perfectly positioned to introduce our honey and its unique health and sustainability benefits to U.S. consumers.”
SweetLeaf products have already made their mark in over 11,000 locations, including major retailers such as Whole Foods, Kroger, and Walmart, indicating a strong foundation for Drizzle Honey to leverage in the competitive food and drink business market.
In conclusion, this acquisition reflects significant trends in consumer demand within the food and beverage industry, particularly towards healthier and ethically sourced products. With the alignment of Wisdom Natural Brands and Drizzle Honey, both companies are poised to effectively cater to evolving food and drink consumer trends in a landscape increasingly focused on sustainability and well-being.
