Source: Rowse

Rowse hopes to broaden its appeal by moving into ‘a range of new cooking possibilities from stir-fries to glazing seasonal vegetables’

Rowse – the UK’s biggest honey brand – is moving into savoury flavours for the first time.

The brand has unveiled a duo of ‘Fusion’ honeys with which it hopes to tap the boom in home cooking, broadening the appeal of Rowse by taking it into “a range of new cooking possibilities from stir-fries to glazing seasonal vegetables”.

They are Chilli Fusion, which is infused with birds eye and guajillo chillies, and Smokey Fusion, which is infused with garlic, black pepper and chipotle.

As well as showcasing the versatility of honey, they would give dishes “a natural sweetness without the prejudice of added sugar, giving consumers control they need to lean towards a balanced diet”, said the brand’s marketing director Kirstie Jamieson. 

They would attract “a whole new audience, in particular younger people interested in cooking and exciting new recipes”, she added (rsp: £3.50/340g).

The brand has also launched a new Heather Max SKU, which it said was developed “on the back of consumer insights, revealing an increased health awareness and a move towards proactive healthy habits” (rsp: £7.50/225g).

The NPD was a “naturally rich” source of manganese, which had “a range of health benefits including supporting bone density, promoting the formation of connective tissues, acting as an antioxidant and supporting healthy, natural metabolism in the body” said Rowse nutrition expert Lily Soutter.

The news comes as the brand’s volumes fell in the mults this year, dropping 12.3% – the equivalent of 2.7 million units [NielsenIQ 52 w/e 11 September 2021].

However, the brand is still significantly ahead of where it was this time in 2019, its volumes having grown by almost a quarter (23%) to £67m last year [NielsenIQ 52 w/e 5 September 2020].

The launches mark the second expansion outside its heartlands this year. February saw Rowse challenge Nutella with the launch of Chocobee, a chocolate spread made from a combination of honey and sustainable cocoa.

Both the fusion range and Heather Max come in fully recyclable packaging. The Fusion range has rolled into Waitrose and Sainsbury’s, while the Heather Max honey has just hit Sainsbury’s.