'I want you on top'

Swapna Desai and Sriram Iyer say their creamed honey is pure honey. However, to make it more appealing to the audience, they blend it with natural fruit such as cranberry, apple and mixed berries. Pics/Pradeep Dhivar

Sriram Iyer and Swapna Desai knew they were entering a tough segment when they launched Theo Organics, a business offering Himalayan creamed honey, in 2017. Research had revealed that despite the proliferation of brands, the per capita consumption of honey in India is still low at eight grams per year. Globally, it ranges from 250 to 300 grams, with Germany topping in per capita honey consumption, with two kg per year. The upside, however, was that the propensity to consume more organic and natural foods was increasing on the home turf. "Indians traditionally use honey as a curative ingredient, and not so much in cooking or even, for dressings. This gave us the impetus to innovate and create honey products that can become a part of everyday life."

Theo Organics' range includes honey infusions using Naga chillies, ginger-turmeric, cinnamon, vanilla, smoked-hickory and apple strudel

Creamed honey is processed to control crystallisation. Iyer says natural and raw honey which is unprocessed and unheated, will eventually crystallise, because it is 70 per cent sugar - mainly glucose and fructose. "In cold climate, the glucose molecules start sticking to each other [usually on a speck of dust or pollen], leading to the crystallisation of honey. These sugar crystals are big and granular, and feel gritty on the palate." At the lab, they induce crystallisation under lab conditions where time and temperature are controlled and crystals of the tiniest dimensions are created. This process leads to the formation of a singular texture that feels smooth and creamy on the palate. "Our creamed honey has no other ingredients in the creaming process. However, to make this more appealing to a wider audience, 100 per cent natural ingredients are blended with it, such as cranberry, mixed berries and chocolate." Iyer says it is a healthy alternative to the artificial and sugared spreads available in the market.

They entered the market with two flavours, Himalayan raw wildflower honey and raw lychee honey (R210 for 500 gm) and went on to introduce over 20 other variants. Now, they have honey infusions that use Naga chillies, ginger-turmeric, cinnamon, vanilla, smoked-hickory and apple-strudel.

Theo Organics have collaborated with farmers in Uttarakhand to procure honey in raw and unadulterated form. "It is one of the few states that encourages and provides big benefits to cooperatives. Working with the locals has been a pleasure because their deep-rooted love for the land and knowledge of produce has been passed down generations," says Desai.

For the partners, the task of making creamed honey a part of the Indians consumer's everyday eats has translated into an awareness exercise. "Though children are not large consumers of honey, our chocolate creamed honey has become a favourite among them. Mothers are more than happy to replace a processed chocolate spread with a healthier option. It is proving to be an exciting journey," Iyer says.

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