Lune de Miel

What Lune de Miel does

Lune de Miel is a French honey brand established in 1958 by the family-owned company Famille Michaud Apiculteurs, which traces its beekeeping roots to 1920. The brand manufactures and sells a broad portfolio of honey products across five ranges: everyday flower honeys (liquid and creamy), French-origin honeys (including Lavender IGP Provence), organic honeys, premium single-origin selections (acacia, orange blossom, thyme), and the functional Trésors de la Ruche line combining honey with royal jelly, propolis, pollen, and vitamins. Iconic format innovations include the 1992 Tartimiel drop-shaped packaging and the L'Ourson child-friendly format. Every batch undergoes a rigorous multi-phase laboratory analysis protocol covering pollinic, physico-chemical, contaminant, NMR authenticity, and sensory testing at three stages (pre-purchase, barrel receipt, and finished product), with all bottling centralized at a single facility in Gan, at the foot of the French Pyrenees.

The company operates a sales-led go-to-market model reliant on mass retail distribution through French supermarkets and grocery chains, supplemented by a direct-to-consumer e-commerce storefront (mieuxsucrer.com) and content-driven marketing through its website, Wiki de l'Abeille educational section, recipes, and Instagram/Facebook presence. Customer segments include everyday consumers, honey enthusiasts seeking monofloral varieties, and families with children. Sourcing is geographically diversified across France, Spain, Hungary, Ukraine, Bulgaria, and Argentina, allowing the brand to maintain year-round product availability while standardizing quality through its laboratory protocols. The brand was voted France's favorite honey brand in 2026 and is supported by the Lune de Miel Foundation (created 2014 under Fondation de France), which has funded 145+ bee-protection and biodiversity projects with over €1M invested. Pricing is not publicly disclosed; products are sold via retail and e-commerce in multiple formats (250g, 340g, 375g, 500g, 1kg).

Name

Lune de Miel

Legal name

Famille Michaud Apiculateaires

Website

https://lunedemiel.fr

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

11–50 employees

Short description

Lune de Miel is a French honey brand owned by Famille Michaud Apiculteurs, manufacturing and selling monofloral, multifloral, organic, and functional honey products (including the Trésors de la Ruche line) through French mass retail and e-commerce, serving everyday consumers, families, and honey enthusiasts since 1958.

Ownership category

akta.pro rank

Product category

Honey Products

NAICS

Apiculture (11291)

SIC

Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)

akta.pro primary industry

Honey Packaging, Bottling & Private Labeling (AFAEAHAL)

akta.pro secondary industries

Honey Production & Extraction (AFAEAHAA), Honey & Natural Sweet Spreads Manufacturing (AFAKADAL), Value-Added Bee Products Manufacturing (Candles, Cosmetics, Supplements, Mead Ingredients) (AFAEAHAM)

Keywords

• Honey products
• Consumer packaged goods
• Monofloral honey
• Organic honey
• Bee treasury preparations

Headquarters

HQ city

Douville

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Honey and Bee Product Sales: Lune de Miel generates revenue through the sale of various honey products including monofloral honeys (acacia, lavender, orange blossom, thyme), multi-floral honeys, organic honeys, and 'Treasures of the Hive' preparations (honey combined with royal jelly, propolis, pollen). Products are sold in various formats including glass jars, dispensers, and plastic pots of different sizes. Revenue comes from retail distribution in supermarkets and direct-to-consumer online sales.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Lune de Miel® produces and sells a broad portfolio of branded French honeys under five ranges (everyday flower honeys, French-origin honeys, organic-certified honeys, premium single-origin selections, and Trésors de la Ruche preparations combining honey with royal jelly, propolis, pollen, and functional ingredients). Products include the iconic Tartimiel® drop-dosing pack and the child-friendly L'Ourson format, bottled exclusively at the Gan facility in the Pyrenees, with all batches undergoing rigorous multi-phase laboratory analysis to verify purity, floral, and geographic origin.

Product overview

Lune de Miel® is a French honey brand founded in 1958 by Famille Michaud Apiculteurs, offering a broad portfolio of honey products organized into five ranges: Miels de Fleurs (everyday flower honeys including liquid and creamy formats), Miels de France (French-origin honeys including lavender IGP and flower varieties), Miels Bio (organic-certified flower and acacia honeys), Miels de Sélection (premium single-origin honeys including acacia, orange blossom, and thyme), and Trésors de la Ruche (bee treasury preparations combining honey with royal jelly, propolis, pollen, and functional ingredients). The brand also features the iconic Tartimiel® drop-shaped packaging innovation from 1992 and L'Ourson child-friendly format. All honeys undergo rigorous laboratory analysis (pollinic, physico-chemical, contaminant, authenticity/RMN, and sensory) before sale. The brand operates a dedicated packaging facility in Gan, France, at the foot of the Pyrenees, and sources honey from France, Spain, Hungary, Ukraine, Argentina, and Bulgaria.

Differentiator

Problem solved

Functional benefit

Brands

• Tartimiel®: Iconic drop-shaped honey packaging with cap/doser launched in 1992, became the first honey reference in France
• Trésors de la Ruche

Products and services

• Miel de Fleurs Liquide (Flower Honey Liquid)

Quantifiable outcome

• 100% of honeys are analyzed before commercialization to verify purity, floral origin, and geographic origin
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered minor and core.

• ArtpicultureminorStrategic or Co-development Partner · 1 January 2016An association of creative environmental education that develops educational beehives. The Foundation has provided 16,000 euros since 2016 to support their programs that raise awareness about bees and biodiversity through educational apiaries.
• Fondation de FrancecoreStrategic or Co-development Partner · 1 January 2014The Lune de Miel Foundation was created in 2014 under the auspices of Fondation de France. This establishes the governance and legitimacy of Lune de Miel's corporate social responsibility initiatives in bee protection and biodiversity.
• CNRS (Centre National de la Recherche Scientifique)coreStrategic or Co-development Partner · 1 January 2014The Foundation has provided nearly 54,000 euros to CNRS for three research projects studying the impact of pesticide exposure on pollinators and measuring pesticide toxicity. Research led by scientist Jean-Marc Bonmatin has demonstrated that even very low doses of pesticides are toxic to bees.
• ITSAP-Institut de l'abeillecoreStrategic or Co-development Partner · 1 January 2014ITSAP is among the first beneficiaries of Foundation funding, receiving nearly 96,000 euros since 2014. The Foundation financed a project developing bee tracking technology to measure pesticide effects on foraging bees, with 34,000 euros over two years.
• ADARA (Association pour le Développement de l'Apiculture en Rhône-Alpes)minorStrategic or Co-development Partner · 1 January 2014Supports the development of beekeeping in Rhône-Alpes region through experimentation, training, and studies. The Foundation supports their BeeTRIP project studying colony performance according to transhumance routes and environment.
• OFA (Observatoire Français d'Apidologie)minorStrategic or Co-development Partner · 1 January 2014Helps create specialized beekeeping enterprises focused on breeding and reproduction. The OFA operates Europe's largest experimental apiary with 800 hives, a research laboratory, and the first specialized training center in apidology.
• Rucher école du BéarnminorStrategic or Co-development Partner · 1 January 2014A beekeeping school that disseminates technical knowledge to beginning beekeepers. The school has a honey house with extractor available to 100 member beekeepers.
• Fondation Lune de Miel Projects (145+ initiatives)coreStrategic or Co-development Partner · 1 January 2014Since 2014, the Lune de Miel Foundation has supported over 145 projects with more than 1 million euros invested in bee protection, biodiversity preservation, and apiculture development. Projects span research, education, field action, and support for beekeepers.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Comptoirs & Compagnies: French specialty honey and sweet spreads brand with broad retail distribution in France. Highly comparable in product category, customer base, and channel strategy to Lune de Miel, with both targeting premium and everyday honey segments in French retail.
• Markal: French organic and natural food brand with a significant organic honey line. Direct overlap with Lune de Miel's Miels Bio (organic) range and similar health-conscious consumer target.
• La Maison du Miel: Long-established French premium honey brand with similar heritage-style positioning and emphasis on origin and floral variety. Comparable to Lune de Miel's Miels de Sélection range.
• Apidis: French honey cooperative producing and packaging multiple honey varieties for retail distribution. Comparable in scale and product breadth to Lune de Miel's flower and monofloral honey portfolios.

Regional players

• Miel d'Or / Maison Fossier: Long-standing French regional honey and confectionery brand. Comparable in craft-heritage positioning and broad product portfolio, though with a more regional French footprint than Lune de Miel's national distribution.

Emerging players

• La Vie Claire: French organic and natural food retailer expanding its own-brand honey and food lines. Overlaps with Lune de Miel on organic honey and health-conscious consumers, though primarily a distribution business with emerging private label.
• Bee Harmony: Emerging specialty honey brand focused on single-origin and traceable honey. Comparable in floral-origin and authenticity-led positioning to Lune de Miel's Miels de Sélection range.

Broad incumbents

• Rowse Honey: UK's leading mainstream honey brand with national retail distribution and a similar mass-market play combined with premium lines. Comparable in channel and category leadership, though in the UK market.
• Langnese Honig: Germany's dominant mainstream honey brand with broad grocery distribution. Comparable in scale, channel strategy, and premium/private-label segmentation, though operating in the German market.
• Comvita: Largest globally branded manuka honey company with broad international distribution. Comparable in branded honey positioning, single-origin provenance story, and entry into functional honey/wellness products, though at a much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lunedemielfrance
• Instagraminstagram.com/miel_lunedemiel
• LinkedInlinkedin.com/company/lune-de-miel

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Lune de Miel