# Honey 101 for CPG Brands: Trends, Formulation Tips & Resources with Keith Seiz of The National Honey Board

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-08-19
- Length: 10m
- Episode: 355
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-19-honey-101-for-cpg-brands-trends-formulation-tips-resources-with-keith-seiz-of-th
- Listen: https://share.transistor.fm/s/60dfb8a0

## Summary

Keith Seiz of the National Honey Board explains why honey has become a top ingredient for CPG brands, citing a 16.7% increase in new product launches in 2025 and a consumer shift toward natural sweeteners over zero-sugar alternatives. He details honey's functional benefits beyond sweetness, such as binding in bars, emulsification in dressings, and flavor masking for nutrient-fortified products due to its 24 different carbohydrates. Seiz also outlines the free resources the National Honey Board offers emerging brands, including troubleshooting, innovation support, and ready-made product concepts.

## Outline

1. Introduction: Honey Trends and Consumer Demand
2. Product Expansion: From Baked Goods to Beverages and Dairy
3. Functional Benefits: Binding, Emulsification, and Flavor Masking
4. National Honey Board Resources for Emerging Brands

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- National Honey Board (company)
- INOVA (company)
- honey.com (other)

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## Citing this page

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