Sweet, spicy, and addictive, the hot honey trend took over the internet last year and has continued to grow.
Once used as a drizzle for pizza, this bold flavour combination has exploded across menus, grocery aisles, and social media feeds in 2025. The “swicy” trend has been reshaping taste profiles, proving that consumers can’t get enough of the sweet-meets-heat experience.
Data from Innova’s 2025 Chilli-Infused Flavour Trends report showed that chilli-infused honey has grown at a 61 percent CAGR in product launches over the past five years, especially in the US and UK.
TikTok and Instagram are also filled with hot honey hacks, from cocktails and lemonades to ice cream drizzles, increasing the appeal and awareness of the trend. According to Grubhub’s 2024 Delivered Trend Report, “swicy” was the most ordered flavour profile in delivery, with hot honey purchases surging 30 percent in grocery orders.
Consumers have been seeking variety, novelty, and a playful twist on comfort food staples. The balance of indulgence and heat also tied into health-conscious trends, as honey has been positioned as a natural sweetener with functional appeal.
Latest hot honey innovations over the past year included the Marketside Hot Honey Hummus, which combined the rich taste of traditional hummus with the sweet and spicy kick of hot honey. Waitrose Hot Honey Cheddar Pinwheels are paired with cheese, ancho chilli, and a sweet drizzle for a summer-ready snack.
Hot honey has long been a relevant talking point for pizzaiolos. Hormel Foods, a known innovator in the pizza space, naturally took notice of this increasingly “hot” trend and developed the FONTANINI Hot Honey Sliced Sausage.
McVitie’s Jaffa Cakes Hot Honey Flavour launched in June 2025, putting a spicy twist on the British classic. This fresh take on the much-loved classic kept the signature light sponge and dark crackly chocolate fans know and love, with a surprisingly bold new filling where sweet golden honey meets a hint of chilli.
“At Jaffa Cakes, we’re known for doing things a little differently. As the only cake in the biscuit aisle, it makes sense that our newest flavour brings an unexpected twist,” said Jessica Woolfrey, Marketing Manager for Jaffa Cakes.
“We’re super excited to introduce Hot Honey Flavour to the Jaffa Cakes family - tapping into the viral ‘swicy’ trend with a perfectly balanced sweet-meets-heat flavour.”
In Australia, San Churro has announced a partnership with Capilano Honey's 100 percent Australian Honey, infused with a hint of spicy goodness to introduce a limited edition Hot Chilli Honey Churros range. Many local brands in New Zealand, such as Egmont, Sweet Sting, Arataki, Telegraph Hill and more have also embraced the swicy trend.
Looking ahead, the hot honey wave has shown no sign of cooling down. From artisan jars to supermarket shelves, hot honey has cemented itself as one of 2025’s hottest flavour trends.
With its unique ability to bridge sweet indulgence and fiery kick, the swicy movement is set to stay, leaving brands with a golden opportunity to innovate, diversify, and keep consumers buzzing.
All about honey in the latest issue here
