Wholesome Yum focuses on zero-sugar honey, expands flavor portfolio

By Deniz Ataman

- Last updated on GMT

Source: Getty/Martin Barraud
Source: Getty/Martin Barraud

Related tags sugar free Honey Natural sweeteners

Wholesome Yum’s Zero Sugar Honey Substitute, made of monk fruit, allulose and tapioca fiber blend, reigns as the brand’s most popular product since its launch two years ago to fill in gap of zero-sugar honey products in the market, Maya Krampf, founder, told FoodNavigator-USA.

Along with its sugar-free and zero sugar alcohol content, Krampf also credits the product’s success to its similar texture “as real honey,” which can be used “one-for-one” in recipes for consumers looking for clean ingredients.

“Our Zero Sugar Honey was the first-ever sugar-free honey alternative … I created it so that my health and sugar conscious readers wouldn’t have to miss honey anymore … and I wanted a sugar-free product I could use to create healthy recipes with it,” Krampf explained.

Honey front 1200x1200 (1) (1) (1)
Source: Wholesome Yum

Wholesome Yum also features recipes on its website​, with a focus on simple meals that include 10 ingredients or less.

Following the success of Zero Sugar Honey, which is available on the company’s website and Amazon, the brand launched four flavors, Cinnamon, Jalapeno, Orange and Turmeric Ginger.

Relying on consumer feedback is integral to Wholesome Yum’s innovation. Given positive feedback for the brand’s flagship product, Krampf explained that the product itself did not need updating, but instead was renamed to reflect consumers’ preferences for reducing sugar, contributing to the $24.48bn natural sweeteners global market​, which is expected to reach $37.17bn by 2030.

“We read reviews often and look for improvements to be made. We also survey our readers through our newsletter and Facebook group. Fortunately, the feedback for the honey has been overwhelmingly positive and we haven’t needed to update the product itself, but we did rename it from ‘keto honey substitute’ originally to ‘zero honey sugar substitute’ in 2023, because it’s for anyone wanting to reduce sugar,” she explained.

Krampf credits the brand’s flavor portfolio to its audience who she surveyed for flavor requests.

“The flavor choices are all thanks to our readers. Since the original honey was so popular, I surveyed our readers for what flavors they’d like to see, and these were the top requests,” she explained.

Related news

Related products

show more

Sustainably sourced. Naturally versatile.

Sustainably sourced. Naturally versatile.

Content provided by Covation Bio™ PDO | 15-Apr-2024 | Insight Guide

Zemea® USP-FCC propanediol is a 100% plant-based alternative to petroleum-based glycols. Used as a flavor carrier, processing aid and humectant, this ingredient...



Content provided by Icon Foods | 24-Jan-2024 | White Paper

Good afternoon fellow food manufacturers, formulators, and enthusiasts of Clean Label Sugar Reduction. You know, in the past, we’ve seen our fair share...

Related suppliers

Follow us


View more