Hot for honey: How the flavour is creating a buzz for World Bee Day

May 20 marks World Bee Day, established by the United Nations in 2018 to shine a spotlight on the critical role of bees and other pollinators in our global food system. The date coincides with the birthday of Anton Janša (1734-1773), a Slovenian pioneer of modern apiculture, who created the first beekeeping school under the appointment of the Hapsburg Empire’s empress Maria Theresa.

It’s a day for honouring not just bees themselves, but also the beekeepers, agricultural workers and food producers who depend on them, and it couldn’t come at a more important time. Pollinators are under increasing threat from habitat loss, pesticides, invasive species and climate change, with nearly 35% of invertebrate pollinators, particularly bees and butterflies, facing extinction, according to the FAO.

And yet, bees contribute to one in every three bites of food we eat. More than 75% of global food crops rely to some extent on animal pollination, making bees vital to both biodiversity and human nutrition. Beyond their ecological value, bees are also cultural and culinary icons – none more so than the honeybee, which gives us honey: a timeless ingredient that’s seeing a major resurgence in consumer popularity.

According to research by Tastewise, interest in honey as a flavour grew by 27% in the past year, while ‘hot honey’ soared by over 50%, making it one of the fastest-rising culinary trends across food and drink.

On social media, hot honey has been lauded by chefs and influencers alike, with TikTok searches generating millions of views for spicy honey-glazed snacks and hot honey pizza. Today’s consumer wants bold, multi-dimensional flavours and hot honey delivers sweetness, heat and complexity in one craveable profile.

It also fits perfectly within the current wave of nostalgia-driven innovation: familiar, comforting ingredients reimagined for the modern palate.

It’s also the perfect vehicle that marries flavour and function, being naturally sweet and carrying a wholesome ‘from nature’ narrative that consumers trust – especially in the bakery and snacks space, where demand for clean label and better-for-you indulgences continues to grow.

Here are just a few of the honey-laced innovations hitting the market this month in honour of World Bee Day.

Southern Recipe Small Batch Hot Honey Pork Rinds

Handcrafted and packed with 8g of protein per serving, these Hot Honey Pork Rinds are the latest addition to Southern Recipe Small Batch’s expanding flavour portfolio. Now available at Food Lion stores across the US for $3.99 per 4oz bag, the variety combines the crunch of traditionally cooked pork rinds with the dual allure of sweet honey and a chili-kick finish.

The launch comes as consumers increasingly seek high-protein, low-carb snack options with bold flavours and culinary relevance.

“Hot honey is the perfect intersection of comfort and culinary curiosity,” said Mark Singleton, VP of Sales & Marketing at Rudolph Foods. “We’re not just adding flavour – we’re bringing relevance and sophistication to a beloved Southern snack.”

Higgidy Cypriot Halloumi & Hot Honey Rolls

The premium UK brand has added a spicy-sweet twist to its ever-growing snacking and sharing lineup with these vegetarian puff pastry rolls.

Each 160g pack – available at major UK supermarkets for £3.10 – contains a generous blend of Cypriot halloumi, red pepper, mascarpone and a sticky hot honey sauce, all wrapped in golden all-butter pastry and topped with Aleppo chili. It’s a clever and contemporary take on the classic sausage roll format, aimed at flexitarian snackers and fans of Mediterranean flavours.

Savoursmiths Wagyu Beef with Honey & English Mustard Crisps

This premium crisp from Cambridgeshire-based Savoursmiths brings a whole new level of luxury to the snack aisle.

Blending rich wagyu beef flavour with the sweet tang of honey and a sharp mustard undertone, the product exemplifies the brand’s mission to create gourmet snacks that push flavour boundaries.

“Wagyu Beef with Honey & English Mustard is our homage to British roast traditions, with a lavish twist. It’s savoury, surprising, and utterly moreish,” said cofounder Collette Smith.

Available in 40g (£1.25) and 150g (£2.99) formats at Ocado, BP M&S, select COOP stores, and luxury delis, the crisps also come in a vegan version to appeal to a broader audience.

Sara Lee Honey Butter Half Loaf

For shoppers looking to try honey in a more subtle form, Sara Lee’s new Honey Butter Half Loaf offers a gentle sweetness in a portion-sized format ideal for smaller households.

Retailing at $2.49 and sold at Walmart and other US retailers, the soft, enriched bread is part of the brand’s new Half Loaf line designed to reduce waste while encouraging flavour exploration.

“With our new Half Loaves, we’re delivering delicious, high-quality bread in a smaller, more convenient size,” said Nick Pitone, senior brand manager for brand-owner Bimbo Bakeries USA. It’s a smart pivot in a market increasingly focused on value, customisation and flexibility.

Catalina Crunch Honey Mustard Protein Snack Mix

Bold flavour meets nutrition in this crunchy, protein-packed snack from Catalina Crunch.

Now on shelves at Target and online at Target.com, the 6oz bag delivers 10 grams of plant-based protein, 150 calories and a bold honey mustard kick – all without added sugars or artificial ingredients.

Positioned as a guilt-free indulgence for health-conscious consumers, the snack mix is part of a broader lineup that includes Spicy Kick and Creamy Ranch flavours. But it’s the sweet heat of honey mustard that continues to lead the charge, satisfying cravings while meeting modern dietary standards.

Fudge Kitchen Millionaire Shortbread Fudge

Launching on 5 June to coincide with World Environment Day, this limited edition fudge will support rewilding efforts by UK charity Creating Nature’s Corridors.

With layers of caramel and honeyed flavour, the decadent slice will be sold at Fudge Kitchen’s high street shops across Bath, Windsor, Canterbury, Cambridge, York and Edinburgh. All proceeds will go toward hedgerow planting to benefit local pollinators and habitats.

“Planting hedgerows is one of the simplest and most impactful ways to support pollinators,” said MD Richard Parson, who personally participated in the project’s planting events. The company’s long-term sustainability focus aligns perfectly with honey’s natural origins.

Three bee-friendly brands join forces

In a rare triple-brand collaboration, Gnaw Chocolate, Hive Mind Mead & Brew Co and Scottish Bee Co have joined forces to celebrate World Bee Day with a month-long 15% discount on their honey-themed hero products. The promotion includes Gnaw’s Bee Happy chocolate bars, Hive Mind’s small-batch honeyades and Scottish Bee Co’s honey-sweetened chocolate spread, available via each brand’s website.

The campaign also draws attention to the UK’s growing honey deficit – currently only 14% self-sufficient – with the goal of raising consumer awareness around the importance of supporting local pollinators and beekeeping initiatives.

From savoury rolls to indulgent fudge, it’s clear that honey Is staking its claim as 2025’s most buzzworthy flavour. As we honour the bees that make it all possible, brands across the globe are turning a spoonful of sweetness into a symbol of sustainability, innovation and culinary flair.