The culinary landscape is buzzing with excitement as hot honey, the sweet and spicy sensation, captures the palates of food lovers everywhere. Once a niche offering on restaurant menus, this delightful drizzle has skyrocketed in popularity, particularly among Gen Z consumers. But as the trend grows, questions arise about its sustainability and the potential for a market flooded with inferior products.
A Trend Born from Culinary Curiosity
Hot honey first made waves approximately five years ago, finding its way onto pizzas, drizzling over roasted meats, and even enriching halloumi dishes. The unique combination of sweetness and heat quickly garnered attention, particularly amongst younger food enthusiasts. Laurence Edwards, owner of Black Mountain Honey, notes that sales of hot honey have surged, with the product becoming a staple in many kitchens.
This flavour explosion is reminiscent of the salted caramel craze, where a simple twist on a classic ingredient ignited widespread fascination. Today, hot honey has infiltrated mainstream offerings, appearing in everything from supermarket brands to unexpected products like hot honey Jaffa Cakes and Walkers crisps.
The Sweet Side of Hot Honey’s Success
Edwards views the hot honey phenomenon as a badge of honour for the product and its producers. He hopes this new spotlight will bolster interest in beekeeping and encourage consumers to seek out quality honey products. “It’s a bit of an accolade being on a Walkers crisp packet,” he admits with enthusiasm. “I hope this attention can benefit beekeepers and help elevate the conversation around quality honey.”
However, the rise of hot honey isn’t without its pitfalls. Concerns linger about the integrity of the market as larger corporations jump on the bandwagon, potentially diluting the quality of the product.
The Darker Side: Quality Concerns and ‘Fake Honey’
Ben Lippett, chef and co-founder of Dr Sting’s hot honey, expresses caution regarding the trend’s trajectory. “Are we nearing peak hot honey? Perhaps,” he reflects. Lippett worries that as the trend gains traction, it may lead to a surge of subpar products flooding the market. “When something becomes trendy, there’s always a risk of corners being cut for profit,” he adds.
The issue of honey quality has come to the forefront in recent years, especially following the European Commission’s 2023 findings that exposed the widespread use of sugar syrup in “fake honey.” While regulations exist for pure honey, flavoured varieties like hot honey often evade stringent checks. Diane Drinkwater, president of the British Beekeepers Association, highlights the uncertainty consumers face, cautioning that the addition of chilli could compromise honey’s inherent qualities.
“People should read the ingredients carefully to ensure they’re purchasing genuine hot honey,” Edwards advises, emphasising the importance of supporting high-quality producers.
The Future of Hot Honey: A Culinary Staple or a Fading Fad?
Despite the looming concerns, food and drink consultant Lisa Harris believes that hot honey is here to stay. “It’s going to become ubiquitous,” she predicts, suggesting that it will soon settle into a familiar role on gastropub menus and pizzerias. Just as salted caramel has evolved from a novelty to a staple, hot honey may follow suit, losing its initial excitement but gaining a secure place in the culinary world.
As the food industry continually seeks the next viral flavour, the swicy trend remains firmly rooted in our collective consciousness—for now.
Why it Matters
The rise of hot honey reflects broader trends in consumer preferences and the ever-evolving nature of food culture. While it offers a delightful culinary experience, the potential for market saturation and quality dilution poses significant challenges for producers and consumers alike. As we embrace new flavours, we must remain vigilant about the quality of what we consume, ensuring that the sweet and spicy sensation of hot honey continues to bring joy without compromising authenticity.
