# Savory Home Cooking Honeys Rowse Honey Fusion Comes in Two Flavors to Choose From By Michael Hemsworth | Published 2021-12-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rowse-honey-fusion References: [foodbev](https://www.foodbev.com/news/rowse-honey-unveils-savoury-infused-honey-duo/) & [rowsehoney](https://www.rowsehoney.co.uk)  Honey is obviously associated with an intense sweetness that is perfect for use in a wide range of recipes, but the new Rowse Honey Fusion products are being launched by the [Valeo Foods](https://www.trendhunter.com/trends/maple-crest-pancake-syrup)-owned brand to offer consumers a savory option to try out. The honeys come in two options including Chilli Fusion and Smokey Fusion, which are both characterized by their complex flavors achieved with chilies and more. The products are available now at [Waitrose](https://www.trendhunter.com/trends/rowse-honey-1) and [Sainsbury's](https://www.trendhunter.com/trends/miso-teriyaki-bbq-sauce) locations for £3.50 in the UK. Marketing Director at Valeo Foods Kirstie Jamieson commented on the new Rowse Honey Fusion products saying, "The launch of Rowse Fusion is our first foray into savoury flavours and is informed by our consumer and market research. It unlocks and highlights a range of new cooking possibilities from stir-frys to glazing seasonal vegetables, but also brings dishes a natural sweetness without the prejudice of added sugar, giving consumers control they need to lean towards a balanced diet. The Fusion range allows us to introduce Rowse honey to a whole new audience, in particular, younger people interested in cooking and exciting new recipes." ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 34% | Activity: 39% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Savory Sweeteners:** Opportunity for food and beverage companies to explore savory honey and other non-traditional sweeteners for consumers seeking variety and healthier options. - **Flavor Fusion:** Opportunity for food companies to experiment with culturally-inspired flavor combinations to create unique and exciting products that cater to adventurous consumers. - **Healthy Indulgence:** Opportunity for food companies to develop products that offer both natural sweetness and health benefits, appealing to consumers looking for guilt-free indulgence. ### Who This Affects Most - **Food and Beverage:** Savory honey and flavor fusions present an opportunity for food and beverage companies to expand their product offerings and attract a wider range of consumers. - **Health and Wellness:** The trend towards healthier, natural sweeteners represents an opportunity for the health and wellness industry to develop products that cater to consumers looking for a balance between taste and nutrition. - **Cooking and Food Preparation:** The popularity of new flavor combinations and natural sweeteners presents an opportunity for companies that offer cooking products and services to tap into new markets and attract consumers looking for innovative and exciting recipe ideas. ## Related on Trend Hunter - [Sweet-Spicy Honey Variants](https://www.trendhunter.com/trends/rowse-honey-1.md) - [Spicy Artisan Honey Condiments](https://www.trendhunter.com/trends/hilltop-hot-honey.md) - [Spicy-Sweet Honey Drizzles](https://www.trendhunter.com/trends/the-scottish-bee-company.md) - [Ultra-Flavorful Hot Honey Products](https://www.trendhunter.com/trends/local-hive.md) - [Versatile Home Chef Sauces](https://www.trendhunter.com/trends/honeygrow-signature-sauces.md) - [Fiery Chilli Honeys](https://www.trendhunter.com/trends/hot-chilli-honey.md) - [American Honey Hot Sauces](https://www.trendhunter.com/trends/local-hive-honey-hot-sauces.md) - [Spreadable Flavored Honey Products](https://www.trendhunter.com/trends/hilltop-hilltoppers.md) - [Trendy Grocery Products](https://www.trendhunter.com/trends/hot-honey-products.md)