The True Honey Co., one of the world’s leading premium m?nuka honey producers, has launched its brand and products in the UAE as part of the rapid growth plans across the region. The New Zealand brand recently broke its own world record when it launched a Rare Harvest m?nuka Honey vintage rated at 2050+MGO – the new highest grade m?nuka honey available globally.
Sourced from remote native forests across New Zealand, The True Honey Co.’s premium m?nuka honey combines nature’s medicine with modern science to unlock the true value of m?nuka and its health benefits. Its products will now be available in the UAE following a partnership with Alfa One.
Products will be sold in 70 Aster Pharmacies, with plans to extend into 200 stores in the UAE. Four of the seven jarred m?nuka honey ranges are available in store now, with more targeted m?nuka wellness products becoming available later this year.
“We’re excited to share our premium m?nuka honey products with more customers across the Middle East,” said Jim McMillan, Founder of The True Honey Co. “We are also looking forward to connecting with customers who understand that prioritising their health isn’t indulgent, but essential and worth the investment.”
Aster Pharmacy, claiming the largest pharmacy network in the UAE, is a one-stop shop for health-related products. Welcoming the new products to the Aster retail network, NS Balasubramanian, CEO, Aster Pharmacies, Alfa One, said: “We are pleased to launch ‘The True Honey Co.’ brand of m?nuka honey from New Zealand in Aster Pharmacies and other leading stores in the UAE.
“It boosts the immune system by enhancing resistance to common infections and soothes sore throats.” The True Honey Co. product range aligns with the health and wellness space of Aster Pharmacy. Educating consumers on the benefits of m?nuka honey remains a focus for the brand.”
The expansion into the UAE follows the New Zealand brands’ legacy partnership with Nahdi Pharmacies in the Kingdom of Saudi Arabia, which was established four years ago. The partnership with Nahdi, one of KSA’s leading pharmacy chains, is a success story based on m?nuka category growth and increased customer traffic.
According to the brand, The True Honey Co. accounted for 74% of the total export value of New Zealand Manuka honey into Saudi Arabia in 2022. The True Honey Co. also has partnerships in Oman, with the Muscat Pharmacy group, and a partnership with Abu Issa in Qatar where their products are sold in Blue Salon department stores, Gold Gourmet and Asala Honey speciality shops.
As part of the growth and expansion in the region, True Honey has launched a dedicated website for the Middle East. Visit www.truehoney.ae
