How Global Snacking Company Kellanova…

Kellanova’s portfolio features an array of products that incorporate honey, ranging from breakfast cereals to snack bars. According to Yu-Shu Tseng, Lead Food Designer, CCS®, Sweet Snacking Team R&D*, honey does more than enhance flavor—it plays a role in browning, moisture retention and even extends shelf life.

“Currently I don’t work with a specific varietal of honey as it comes in a blend. However, I personally really like orange blossom and meadowfoam. And, buckwheat and avocado both have uniqueness that I like, which adds a very complex and more brown flavor to the baked goods,” Tseng said. “Swicy continues to bubble to the top, and the global flavor—especially Southeast Asian flavor—expansion is the one that I am very interested in, as I am excited to see flavors that I am familiar with taking a global stage and getting into the North American market.”

Honey’s Value at Kellanova

Kellanova’s consumers have embraced honey-sweetened products, associating them with authenticity and better-for-you options. The company has observed growing demand for naturally sweetened alternatives, as health-conscious consumers seek transparency in ingredient sourcing. Honey resonates because it’s real and familiar. Tseng said that consumer interest in honey is very positive, especially among holistic and health-seeking shoppers.

“For them honey would be one of the only few sweeteners they choose—it also appeals to parents who want to provide better food to kids,” she said.

Kellanova always prioritizes ingredients that resonate with consumers, and honey is a natural fit for another reason—the company’s mission to deliver wholesome, sustainable options.

“Overall sustainability is a top priority for the company, and we are always looking for ways to deliver balanced nutrition with great flavored products to the consumers,” Tseng said. “Usually, certain brands have more strict ingredient guardrails than others. In that case honey usually is the top go-to sweetener because of its mild flavor and wholesomeness.”

Plus, Tseng noted, when a product calls out honey on the flavor description, Kellanova needs to include it in a certain percentage to meet its labeling guideline. So that means once the team balances out the food cost/nutrition they also need to consider the water percentage and other flavors used in the formulas so that it doesn’t mask the delicate flavor of honey.

A Sweet Relationship with the National Honey Board

The collaboration between Kellanova and the National Honey Board has been instrumental in driving honey-based innovations through research, in-person technical support and consumer insights.

“I really think that knowledge sharing and tasting different samples [of honey] strongly inspire us,” Tseng said. “For certain brands like RX and Kashi, we will continue to leverage honey in the formulation for its good/wholesome appearance to consumers. But we are also hoping to bring higher awareness to tie to sustainability and do some campaign work.”

Want to learn more about incorporating honey into your brand portfolio? Schedule a Honey Up Close! Email [email protected] for more information.

*Per Kellanova Corporate Communication and Media policy, the comments are my personal opinion, and I do not speak on behalf of Kellanova Business Entities.