Gilbert's Wisdom Natural Brands acquires Drizzle Honey - Phoenix Business Journal

Nov 08, 2024

Listen to this article 3 min

The Gilbert-based company that owns the SweetLeaf brand of natural stevia sweeteners has acquired a Canadian honey provider, bringing its distribution into the U.S. market.

Wisdom Natural Brands, a Gilbert-based company that owns the SweetLeaf brand of natural stevia sweeteners, is increasing the international flavor of its offerings with the acquisition of a Canadian honey provider.

Wisdom this week announced it has acquired Drizzle Honey, a business based in Calgary, Alberta, that provides raw and superfood honey products sourced from beekeepers whose hives are kept away from synthetic pesticides, herbicides or fertilizers.

Drizzle was founded in 2015 by former environmental scientist Aja Horsley, who started the company after working on a rooftop beekeeping project. Its product line includes white and golden raw honeys as well as raw honey infused with organic ginger, turmeric, cacao and berries. It also sells cinnamon-spiced honey and honey with crushed chilies.

Wisdom’s CEO Michael May said the acquisition makes sense with the mission of his company, which also produces natural foods and beverages under the Wisdom of the Ancients brand.

"Honey fits perfectly into our line of natural sweeteners, and Drizzle Honey adds bonus wellness and environmental benefits by providing raw honey that retains more of its natural nutrients, line extensions with health-boosting superfoods, and sustainable beekeeping practices that are critical to maintaining pollinator populations," May said in a statement. "It's an ideal addition to the options we offer to consumers looking for natural ways to sweeten their food."

Financial details of the deal were not disclosed.

May took the helm of the family company in 2021, succeeding his mother, Carol May, who became CEO in 2017 after the company’s founder, James May Sr., passed away. Carol May was one of the Phoenix Business Journal’s 2021 Outstanding Women in Business and one of its Most Admired Leaders in 2019.

James May was the first person to bring stevia to the U.S., hence becoming known as the "Father of Stevia." He left a career in health care to start the company.

Drizzle Honey has grown its reach in Canada to 1,200 retail stores. The company also has an online store, but the acquisition by Wisdom will bring Drizzle’s distribution officially into the U.S. market.

"We've spent the past eight years building Drizzle into a solid presence in Canada, and we knew it was time to expand to the U.S.," Horsley said in a statement. "With its decades-long commitment to natural sweeteners and established distribution of its SweetLeaf products in both natural and mainstream groceries, Wisdom is perfectly positioned to introduce our honey and its unique health and sustainability benefits to U.S. consumers as well as to continue growing our market share in Canada."

Sign up here for the Phoenix Business Journal's free newsletters, and download our free app for breaking news alerts.