New Zealand super-premium mānuka honey firm The True Honey Co has launched a range of functional and convenient products to address the wellness needs of international air travellers.
Director of Global Sales Jason Yank* told The Moodie Davitt Report he will be attending the TFWA World Exhibition in Cannes (29 September-3 October) to meet potential retail partners and show the range.
The True Honey Co. was founded by New Zealand entrepreneur Jim McMillan in 2014. Since then it has grown a strong following among affluent Middle Eastern families and been listed in selected premium pharmacy chains, and prestige UK retailers Harrods and Selfridges in the UK.
The company’s vision is to lead the world in mānuka wellness. Unlike other honeys, mānuka contains Methylglyoxal (MGO), the key compound responsible for its unique health-giving qualities.
McMillan and his team are passionate about changing the way the world consumes, experiences and values mānuka honey through combining science with the power of nature.
McMillan set about a mission of producing mānuka honey that was strong and pure. Uniquely, it is sourced from remote, pristine, native New Zealand mānuka forests, accessible only by helicopter.
Only manuka honey 300+ MGO and above makes it into the brand’s portfolio as this is where the full wellness benefits have been proven to begin, the company pointed out. The glass jars are protected by sustainable packaging.
The company currently ships to 17 countries with the majority going to the Middle East (led by the UAE, Saudi Arabia and Qatar), a region renowned for its understanding of honey’s health benefits.
China is another core market, boosted by the Chinese people’s long-established respect for the role natural products can play in improving overall health and wellbeing,
Mānuka’s popularity with Chinese consumers has helped to drive sales at Auckland Airport where it is listed with with Aelia Duty Free (Lagardère Travel Retail).
Targeting travellers’ needs
Yank and his team undertook extensive research into the needs of international travellers. This led to the introduction of the new range comprising convenient and functional products for travel retail.
The company identified several problems international travellers were experiencing, including lack of adequate sleep during flights; high levels of anxiety; and intestinal discomfort through digestive issues. Many travellers also struggled to find an appropriate gifting option, the research found.
Based on addressing those needs, the True Honey team set about developing the new range by fusing science with nature. Yank said the company identified natural ingredients with scientifically proven benefits to create a range of functional and convenient products designed to enhance the traveller’s experience.
“To date we have achieved great success in partnering with pharmacies, high-end department stores and specialist food stores,” he said. “We are super excited to introduce our new functional, convenient wellness range to the travel retail segment.” ✈
About the True Honey travel retail range
Boosting immunity and avoiding contracting alignments while travelling: Soothe and Defence Lozenges, 1000MGO sachet
Getting some rest on flight and adjusting to time zones on arrival: Sleep sachet/Calm Lozenges)
Comfort during flight for passengers with digestive issues: Digest Lozenges
Reducing anxiety on flights: Calm Lozenges
Gifts to take home to loved ones: Rare Harvest, 1250+MGO, 1000+MGO
Travel retail contact
Director Global Sales: Jason Yank
Email: jason@truehoney.co.nz
