What HNY+ does

HNY+ is a privately held, direct-to-consumer food and beverage company that produces organic honey-based energy gels for athletes. Its core technology is a five-ingredient formulation built on single-origin organic honey harvested from regeneratively farmed apiaries on Mexico's Yucatán Peninsula, combined with electrolytes (sea salt, magnesium, potassium) and, in the Buzz variant, 50mg of green tea-derived caffeine. The company sells two SKUs—Buzz Energy Honey (caffeinated) and Classic Energy Honey (caffeine-free)—positioned against conventional maltodextrin-based gels on the basis of clean ingredients, no refined sugar, no glyphosate, and easier digestion during sustained athletic effort.

The business operates a product-led, direct-to-consumer model anchored by a Subscribe & Save subscription program that offers 32–52% discounts versus one-time purchase pricing, free shipping on subscriptions, and skip/pause/cancel flexibility. Pricing tiers span 12-, 24-, and 48-pack formats at roughly $1.73–$2.67 per serving depending on subscription status and pack size. Distribution runs through the company's own e-commerce site, Amazon Marketplace, and a nascent physical retail footprint accessible via a zip code store locator. Customer segments include endurance athletes (runners, cyclists, triathletes), gym and fitness athletes (CrossFit, lifters), and active lifestyle consumers substituting for coffee, energy drinks, or pre-workout. Brand credibility is supported by athlete endorsements (Olympians, MLB pitchers, a 2x Olympian speed skater, a nationally ranked triathlete) and Forbes 30 Under 30 Food & Drink 2026 recognition for all three co-founders.

The company was founded by three TCU college roommates, is incorporated in Delaware as HNY Plus, Inc., operates from San Diego with 1–10 employees, and is founder-owned with no disclosed institutional funding. Geographic reach is currently US-domestic only, with international orders explicitly excluded. The company claims 1M+ gels sold and a 4.8-star rating across 1,000+ reviews on its homepage.

Name

HNY+

Legal name

HNY Plus, Inc.

Website

https://hnyplus.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

HNY+ is a privately held, direct-to-consumer food and beverage company that sells organic Yucatán honey-based energy gels with electrolytes to endurance athletes, gym-goers, and active lifestyle consumers via its website, Amazon, and select retailers.

Ownership category

akta.pro rank

Product category

Sports Nutrition Energy Gels

NAICS

Flavoring Syrup and Concentrate Manufacturing (31193)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industry

Honey & Apiculture Sweeteners (Honey, Honey Powders) (AFAJAAAL)

Keywords

• Organic energy gels
• Sports nutrition
• Honey-based supplements
• Electrolyte supplements
• Athletic performance fuel

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time purchases of energy gel packs (12, 24, or 48 count) sold directly through the company website. Customers can purchase Buzz (caffeinated) or Classic (caffeine-free) variants.
2. Subscription (Subscribe & Save): Recurring monthly or bi-monthly subscription model offering 32-52% savings versus one-time purchase. Includes free shipping, ability to skip/pause/cancel anytime, and 30-day money-back guarantee. Auto-renews at selected cadence.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

HNY+ manufactures and sells organic honey-based energy gels for athletes in two variants — Buzz Energy Honey (50mg green tea caffeine) and Classic Energy Honey (caffeine-free). Each gel is made with single-origin organic Yucatán honey, sea salt, magnesium, and potassium, with no refined sugar, maltodextrin, fillers, or artificial ingredients. The company sells primarily direct-to-consumer via its own e-commerce site through one-time purchases and a Subscribe & Save subscription offering up to 52% off with free shipping.

Product overview

HNY+ is a direct-to-consumer food and beverage company offering two varieties of organic honey energy gels for athletes: Buzz Energy Honey (containing 50mg green tea caffeine per serving) and Classic Energy Honey (caffeine-free). Both products share the same base formulation of single-origin organic Yucatán honey with electrolytes (sea salt, magnesium, potassium), differing only in caffeine content. The company sells primarily through subscription plans with discounts up to 52%, with one-time purchase options also available.

Differentiator

Problem solved

Functional benefit

Products and services

• Buzz Energy Honey Organic honey-based energy gel with 50mg green tea caffeine per serving, formulated with single-origin organic Yucatán honey, sea salt, magnesium, and potassium. Designed for athletes seeking sustained energy without sugar spikes, jitters, or crash.
• Classic Energy Honey Caffeine-free organic honey energy gel made with single-origin organic Yucatán honey, sea salt, magnesium, and potassium, providing sustained energy without sugar spikes. Suitable for athletes sensitive to caffeine or training caffeine-free.

Quantifiable outcome

• 4.8 star average rating from 1,000+ reviews
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Clif Bar & Company: Clif is a major sports nutrition brand owned by Mondelez with energy bars, gels, chews, and hydration. Broad incumbent competing for the same endurance-sports shelf with much larger marketing and retail budgets.
• Nuun: Nuun is an established electrolyte/hydration tablet brand now owned by a larger parent, with broad sporting-goods and natural-channel distribution. Broad incumbent that overlaps with HNY+'s electrolyte-replenishment angle but offers a wider hydration portfolio.

Direct peers

• Maurten: Maurten is a premium endurance fuel brand built around hydrogel technology, used widely by elite marathoners and triathletes. Comparable as a premium, science-positioned energy gel competitor targeting the same performance-driven athletes HNY+ courts.
• GU Energy Labs: GU is the category-defining energy gel brand for endurance athletes, with deep distribution across run/cycling retail and race sponsorship. Direct competitor because HNY+ is positioning as the cleaner-label alternative to GU's maltodextrin-based gels.
• Skratch Labs: Skratch Labs makes sports hydration drink mixes, energy chews, and recovery products with a clean-ingredient, real-food ethos. Direct competitor in the clean-label endurance nutrition category and a comparable premium-DTC brand archetype.
• Tailwind Nutrition: Tailwind sells endurance fuel mixes and energy gels designed for runners, cyclists, and ultrarunners. Direct competitor in the same fueling-for-endurance category with comparable DTC and endurance-event channel strategy.
• Honey Stinger: Honey Stinger is the most direct comparable — honey-based energy gels, chews, waffles, and bars marketed to endurance athletes. Closest peer because both brands anchor their story around honey-derived carbohydrates rather than maltodextrin, and they compete in the same running, cycling, and triathlon channel.

Emerging players

• Spring Energy: Spring Energy makes organic energy gels and chews with a clean-ingredient, real-food positioning aimed at ultra-endurance athletes. Emerging peer with overlapping thesis (clean-label alternative to incumbent gels) but a still-developing distribution footprint.
• Precision Fuel & Hydration: Precision Fuel & Hydration makes electrolyte drinks and energy gels with an athlete-personalization angle (sweat testing, PH levels). Emerging peer overlapping in endurance fuel and electrolyte positioning.
• UnTapped: UnTapped produces maple-syrup-based energy gels targeted at runners and cyclists with a natural-ingredient thesis. Emerging peer that parallels HNY+'s "real-food sweetener alternative to maltodextrin" positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@hnyplus
• Facebookfacebook.com/p/HNY-61562169457460
• Instagraminstagram.com/hnyplus
• TikToktiktok.com/@hnyplus
• LinkedInlinkedin.com/company/hnyplus

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 HNY+