Despite breakfast being the biggest occasion for honey consumption, it features in less than 2% of children’s breakfasts. However, this is rapidly changing, driven by the growing consumer need for a natural and healthy start to the day.
Honey is growing +38% year on year making it the second fastest growing product at breakfast time for children, growing ahead of all other spreads. Given parents’ desire to give their families natural products, Rowse saw an opportunity to create a fun range of honey that kids would love and parents would feel good about serving. The new range uses honey that is naturally mild in taste and fortified with Vitamin C, a first in the breakfast category.
The task lay in how to reframe honey and increase its relevance to kids at breakfast. We needed to create a playful and engaging eating experience and wanted to celebrate the wonder of bees and honey. The new design champions are the honey bees – the hardworking heroes that play an integral role in maintaining our planet’s ecosystem.
The range features two superhero Wonder Bees; Lizzy the Queen Bee and Whizzy the Worker Bee, who each educate children on the different roles that bees play in the hive and the importance of pollination.
Rowse Wonder Bees brings the natural wonder of honey to life and the playful, friendly characters create interesting and engaging breakfast-times for the whole family.
Ellen Munro, Creative Director at BrandOpus says “Bees are so important to the planet, pollinating the plants we all need to survive, as well as making all that delicious honey. You might even call them superheroes… We wanted to help children understand how special honey bees are and also get them excited about eating honey. Enter the Wonder Bees! Our two characters make honey fun and educational while bringing variety to the supermarket shelf and the breakfast table.”
Catherine Allen, Senior Brand Manager, Rowse Honey says “Honey is the perfect natural kids breakfast accompaniment; however kids aren’t excited about eating honey. BrandOpus helped us capitalise on honey’s natural benefits and understood the importance to market it as a spread that little ones would love and parents feel good about serving.”