Rowse Honey introduces new squeezy format

The business makes the addition to its portfolio following the rise in popularity of the squeezy honey format, a £23million sector that drives growth 34% year on year.

Speciality honeys currently account for the largest growth sector in the honey market, sales increasing by 22% in 2007 from £18.2 million to £22.8 million.

The power house of the sector is Manuka Honey, responsible for 27% of UK specialty honey sales.

Its widely publicised health benefits and 'superfood' reputation have created increasing consumer demand driving Rowse Manuka consumption by 150% in the last year.

As part of its wider promotional strategy for 2008, Rowse Honey also invests in its Honeys of the World range; quality honeys sourced from around the globe, each with its own distinctive flavourings to complement a diverse range of foods.

Daniel Thiem, Marketing Manager at Rowse Honey, comments: “Consumers are becoming increasingly savvy in their usage of honey whether it be as a natural health aid or seasoning for cooking. At Rowse Honey we are constantly looking at ways to innovate the brand and create more convenient packaging solutions for the consumer. Upside down squeezy honey will capitalise on the growing popularity of the squeezy format, ensuring 100% of the honey can be had from the bottle. The new packaging also benefits form a valve in the cap that ensures there are no drips and no mess.”

The Rowse 340g upside down squeezy format is available in Manuka Active 10+ and the Honeys of the World range (Australian Eucalyptus, Spanish Orange Blossom, Greek Pine and Italian Forest); Rowse Blossom Soft Set Honey is available in a 330g upside down squeezy format.

The Rowse upside down squeezy range will retail at an RRP of between £1.89 and £9.99 and is available in Tesco and Waitrose stores nationwide.