German honey brand goes after mid market with smaller options

GERMANY’S PREMIER honey brand, Langnese Honey, has now reached the Philippines — its 12^th market in Asia — bringing nine-decades of expertise in all things honey to the archipelago.

Langnese Honey joins a long list of products distributed by Fly Ace Corp., including Franzia wines and Old Orchard juices.

The honey brand offers five variants: Acacia, which, according to a press release, is “the ultimate breakfast companion,” lending character to teas, cereals, and dessert; Golden Clear, described as a versatile variant that behaves well in dips, salads, cocktails, etc.; Black Forest, which is geared towards cooks and foodies as it’s said to perfect for cooking; Wildflower, an all-purpose sweetener; and Lavender, which is good for sweetening beverages and as a spread on bread.

While Langnese Honey is a premium brand, Fly Ace Corp. is still going after the middle market segment by introducing smaller and more affordable sizes, starting at P75 for 250 grams of Golden Clear, the brand’s entry-level variant. This is a price point deemed “logical and rational” for the middle class, according to Fly Ace Corps’ product manager, Emie San Beda during the launch on Jan. 19 at the Marriott Hotel in Pasay City.

“Quality also costs money… [and as such, the brand] won’t be able to cover all markets,” said Mark Baumgartner, Fursten-Reform GMBH’s (Langnese Honey’s parent company) export manager, during the launch.

One of the brand’s claims to fame is that the honey is “raw, unfiltered, and residue-free, with a limit of between 16% and 21% water content only,” according to a press release. The brand is also kosher and Halal-certified.

Mr. Baumgartner said that the company plans to introduce new flavors from Germany “step by step” in the coming years. — Zsarlene B. Chua