Startup CPG Newswire:
SweetLeaf’s Parent Company Acquires Canada’s Drizzle Honey

PRESS RELEASE — NEWS PROVIDED BY BinBin Spratt for Drizzle Honey

GILBERT, AZ (FEBRUARY 2025) – Wisdom Natural Brands, parent company of the SweetLeaf® brand of natural sugar substitutes, announced the acquisition of Canada-based Drizzle Honey, a provider of sustainably sourced raw and superfood honey products. The transaction adds a complementary line to Wisdom’s natural sweetener portfolio and opens the door for U.S. distribution of Drizzle products at a time of strong growth in the honey category.

Drizzle produces 100% pure, unprocessed, bee-friendly honey sourced from beekeepers who avoid synthetic pesticides, herbicides, and fertilizers. Its product lineup includes white and golden raw honeys, superfood-infused varieties with ingredients like ginger, turmeric, and cacao, and craft options like cinnamon-spiced and hot honey. All products are free of allergens, added sugars, preservatives, artificial ingredients, and GMOs.

The Drizzle line is currently distributed in 1,200 retail stores in Canada and through the company’s website. Wisdom’s acquisition will expand the brand’s reach to the U.S. market, with major retailers like Whole Foods, Walmart, and Amazon. Wisdom’s portfolio aligns with its commitment to providing healthy alternatives to refined sugars while expanding its footprint into today’s highest-growth natural sweetener categories.

According to Nielsen data, honey sales surpassed $1 billion in 2023, with raw and organic honey seeing double-digit dollar sales. Raw honey accounted for 35% of the market, outpacing conventional honey.

“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. “It’s an ideal addition to the options we offer to consumers looking for natural ways to sweeten their food.”

Drizzle is a female-founded business that donates 1% of profits to pollinator research and protection and achieved Certified B Corporation status in 2019. It was founded by former environmental scientist and ‘Queen Bee’ Aja Horsley, who launched the company as an offshoot of a rooftop beekeeping project.

“We’ve 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.,” Horsley said. “With its decades-long commitment to natural sweeteners and established distribution of its SweetLeaf products in both natural and mainstream groceries, Wisdom is perfectly positioned to introduce our honey and its unique health and sustainability benefits to U.S. consumers.

About Drizzle Honey

Drizzle Honey is a provider of innovative, unique raw honey products that focus on sustainable sourcing, raw honey health benefits and wellness-inspired superfood infusions. All Drizzle honey is sourced from non-monocrop fields, allowing for a diverse range of nutrient-dense wildflowers to maximize the health of bee populations. Drizzle boasts rigorous quality standards to ensure their honey retains its health benefits and is committed to all-natural products that are free from allergens, added sugars, preservatives, artificial ingredients and GMOs.

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