Egmont Honey

What Egmont Honey does

Egmont Honey is a vertically integrated New Zealand Mānuka honey producer founded in 2008 and headquartered in New Plymouth, Taranaki. It operates approximately 4,000 company-owned hives across its South Taranaki farm and a purpose-built factory with capacity to fill up to 15,000 jars per day. The product portfolio centres on UMF-certified monofloral Mānuka honey in grades from UMF 5+ through UMF 25+, supported by MGO-certified multifloral honey (MGO 50+, MGO 100+), raw wildflower honey, and raw clover honeycomb. Each jar carries a unique batch number linked via QR code to independent laboratory results covering MGO bioactivity, Leptosperin authenticity, DHA shelf life, and HMF freshness, and the company carries UMF, Non-GMO, Glyphosate Residue Free, Halal, and NZ Fernmark certifications.

The business generates revenue through a multi-channel model. Direct-to-consumer e-commerce operates through regional storefronts serving NZ, US, UK, Europe, Australia, and Hong Kong with localised currency pricing (USD, GBP, EUR, AUD, HKD, NZD), supported by a HoneyPot Rewards loyalty program. Domestically, products are listed nationwide in Woolworths and New World supermarkets, with a physical gift shop at 66 Devon Street West, New Plymouth. Exports reach over 20 countries, and the company also offers private label honey manufacturing for other brands. Pricing spans $5 for entry-level multifloral SKUs to $153 for ultra-premium UMF 25+ jars, with volume discounts of 5-15%. Beyond core honey, the company has extended into functional throat products (Mānuka Chest & Throat Elixir, Throat Pops, Propolis Throat Drops, Lozenges), flavoured spreads (Turmeric & Ginger, Creamed Honey with Raspberry or Passionfruit), and a sports-nutrition sub-brand (Egmont Sport energy gels).

Recent strategic activity indicates expansion beyond the core honey category. In 2024-2025 Egmont Honey launched Egmont Sport energy gels targeting endurance athletes and the Honey Half Marathon community event, and in 2025 released Zingy Hot Honey through a co-branded partnership with Culley's chilli products. Ownership remains with the Annabell family, with James Annabell serving as Founder & CEO and Toby Annabell as Co-founder and Operations Director, and there is no record of external institutional investment or public listing.

Name

Egmont Honey

Legal name

Egmont Honey New Zealand Limited

Website

https://egmonthoney.co.nz

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Egmont Honey is a New Zealand-based, vertically integrated producer of UMF- and MGO-certified Mānuka honey, operating 4,000 hives and a 15,000-jar-per-day factory. It sells globally through DTC e-commerce, NZ supermarket distribution, and exports to 20+ countries.

Ownership category

akta.pro rank

Product category

Premium Mānuka Honey Production

NAICS

Apiculture (112910), Sugar and Confectionery Product Manufacturing (3113)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Honey & Natural Sweet Spreads Manufacturing (AFAKADAL)

akta.pro secondary industries

Honey Packaging, Bottling & Private Labeling (AFAEAHAL), Honey & Apiculture Sweeteners (Honey, Honey Powders) (AFAJAAAL)

Keywords

• Mānuka honey production
• UMF certified honey
• Sports nutrition gels
• Private label honey
• DTC e-commerce food

Headquarters

HQ city

New Plymouth

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales through own online stores (egmonthoney.co.nz, egmonthoney.com, egmonthoney.co.uk) with regional pricing in USD, GBP, EUR, AUD. Products shipped directly from factory in New Plymouth, NZ.
2. Retail Distribution: Wholesale distribution through major NZ retailers including Woolworths nationwide and New World nationwide. Gift shop retail in New Plymouth.
3. Sports Nutrition Products: Egmont Sport product line including energy gels with Mānuka honey for athletes. New product category targeting fitness community.
4. Private Label Honey: Private label honey production services offered to other brands.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Egmont Honey produces and sells UMF-certified and MGO-certified New Zealand Mānuka honey across multiple grades (UMF 5+ to UMF 25+, MGO 50+, MGO 100+), along with raw wildflower honey, flavoured honey spreads, throat elixirs/lozenges, Egmont Sport energy gels, branded merchandise, and a private label manufacturing service for other brands. The company operates its own vertically integrated supply chain — approximately 4,000 beehives on South Taranaki farmland and a purpose-built 15,000-jar-per-day factory in New Plymouth — and provides batch-level QR-code traceability with independent laboratory test results for every product.

Product overview

Egmont Honey is a New Zealand Mānuka honey company offering a diverse product portfolio centred around certified UMF and MGO honey products. The core offering consists of monofloral UMF-certified Mānuka honey (grades 5+ through 25+), multifloral MGO-certified Mānuka honey (50+, 100+), and raw wildflower honey. The portfolio extends into functional health products including Mānuka Chest & Throat Elixirs, Throat Pops, and Propolis Throat Drops. A sports nutrition sub-brand called Egmont Sport launched energy gels featuring Mānuka honey as the primary ingredient. Flavoured honey variants include Zingy Hot Honey (collaboration with Culley's), Honey with Turmeric & Ginger, and Creamed Honey with Raspberry or Passionfruit. The company also offers curated Honey Bundles, branded merchandise, and private label wholesale services. All Mānuka products carry UMF and/or MGO certification with full batch traceability from hive to jar.

Differentiator

Problem solved

Functional benefit

Brands

• Egmont Sport: Sports nutrition range featuring Mānuka Honey energy gels and natural fuel products for athletes.
• Egmont Honey Run Club

Products and services

• Mānuka Honey UMF 5+ to UMF 25+ UMF-certified monofloral Mānuka honey sourced from New Zealand's remote native forests, independently tested for potency and authenticity. Grades range from UMF 5+ (everyday use) to UMF 25+ (ultra premium), priced from $30 (UMF 5+ 1kg) to $153 (UMF 25+ 250g).
• Mānuka Honey MGO 50+ and MGO 100+ Multifloral Mānuka honey blends combining Mānuka nectar with wildflower nectars, certified for MGO (methylglyoxal) potency levels. Entry-level Mānuka products for everyday culinary use (e.g., MGO 50+ 500g at $8).
• Raw Honey (Wildflower) 100% raw, unpasteurised New Zealand wildflower honey sourced from North Island rainforests, available in 500g and 1kg sizes with caramel flavour notes ($11 per 1kg).
• Raw Clover Honeycomb Raw honeycomb cut from hives in Taranaki clover fields, sold as a natural, unprocessed honeycomb product for charcuterie boards or culinary use (340g).
• Honey with Turmeric & Ginger Multifloral honey blended with ground turmeric and ginger powders (96% honey, 2% turmeric, 2% ginger), marketed as a supercharged spread.
• Creamed Honey & Raspberry Creamed honey blended with freeze-dried raspberries — a fruit jam alternative made with raw, unpasteurised honey.
• Creamed Honey & Passionfruit Creamed honey blended with freeze-dried passionfruit — a fruit jam alternative positioned as a healthier substitute for refined sugar.
• Zingy Hot Honey Flavoured honey sauce collaboration with Culley's, combining New Zealand honey with Jalapeño and capsicum chili extracts — sold as a sweet and spicy condiment.
• Mānuka Chest & Throat Elixir Syrup combining Mānuka honey with peppermint, echinacea, and ginger, marketed for soothing dry and irritated throats.
• Mānuka Honey & Propolis Throat Drops Throat lozenges combining Mānuka honey with propolis, marketed for soothing throats; available in 15-pack and 50-pack sizes.
• Mānuka Honey Throat Pops Lollipops made with Mānuka honey, designed as a soothing product for throat discomfort; available in 10-pack and 20-pack sizes.
• Mānuka Honey Lozenges Mānuka honey lozenges in an 8-pack format for throat soothing.
• On-the-Go UMF 10+ Mānuka Honey Sachets Single-use 10g sachets of UMF 10+ Mānuka honey in a 15-pack format, designed for portability and convenient daily use.
• Egmont Sport Energy Gels Sports nutrition sub-brand energy gels made with Mānuka honey as the primary ingredient, marketed as clean fuel with minimal ingredient lists for athletes and endurance sports.
• Honey Bundles Curated product bundles pairing complementary Mānuka honey products at discounted prices, including Discovery Duo (UMF 16+ & 20+), Intense to Ultra Bundle, Kitchen Duo, Kids Bundle, and Winter Wellness bundles.
• Egmont Honey Merchandise Branded apparel including caps (Hey Honey Cap, The Bees Knees Cap, Swarming the Streets Running Cap) and EHRC Performance Running Socks in black and white.
• Private Label Honey Manufacturing Private label honey production service for businesses wanting to sell their own branded honey products using Egmont Honey's vertically integrated manufacturing capabilities.

Quantifiable outcome

• 4,000 beehives producing honey from South Taranaki native forests
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Culley'scoreStrategic or Co-development PartnerProduct collaboration between Egmont Honey and Culley's (NZ hot sauce brand) to create 'Zingy Hot Honey' - a flavoured honey sauce infused with fiery Jalapeño and capsicum chillies. Sold as Egmont Honey x Culley's product.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Wedderspoon: Wedderspoon markets Mānuka honey and other bee-derived wellness products to international consumers. It compares through premium Mānuka branding, potency grading, and honey-based products beyond raw table honey.
• Manuka Doctor: Manuka Doctor sells certified New Zealand Mānuka honey and potency-graded products to international customers. Its brand-led, direct-to-consumer approach and focus on authenticated Mānuka make it closely comparable to Egmont Honey.
• Arataki Honey: Arataki Honey is a New Zealand honey company with beekeeping, Mānuka, and broader honey products. It is comparable through its domestic honey credentials, vertically oriented supply chain, branded retail products, and export activity.
• Kiva Health: Kiva Health is a New Zealand Mānuka honey specialist offering UMF-graded products and wellness-oriented formats. It is a direct peer in origin, premium Mānuka positioning, direct online distribution, and health-focused use cases.
• Airborne Honey: Airborne Honey is a long-established New Zealand honey producer and branded packaged-honey business. It is relevant for its beekeeping-to-consumer supply chain, New Zealand origin, and overlapping honey and honey-derived product categories.
• Taylor Pass Honey: Taylor Pass Honey is a New Zealand beekeeping and packaged-honey company with a broad specialty-honey portfolio. It is comparable to Egmont through owned beekeeping operations, regional provenance, and branded value-added honey products.
• Mossop's: Mossop's is a New Zealand honey producer whose portfolio includes the Mānuka South brand. Its vertically integrated honey operations and Mānuka-branded offering are closely comparable to Egmont Honey.
• Manuka Health: Manuka Health specializes in Mānuka honey and associated wellness products, including graded honey and honey-based formulations. Its product focus and MGO-led marketing make it a direct New Zealand peer to Egmont Honey.
• Comvita: Comvita is a New Zealand producer and global marketer of Mānuka honey and bee-derived wellness products. It closely matches Egmont Honey's core Mānuka offering, wellness positioning, certification-led branding, and international distribution model.

Regional players

• Melita Honey: Melita Honey is an Australian producer and packaged-honey brand with a diversified specialty portfolio. It is a regional peer through similar beekeeping, food manufacturing, branded retail distribution, and natural-wellness positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Egmonthoney
• Instagraminstagram.com/egmont_honey
• Xx.com/egmonthoney1

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Egmont Honey