Mike's Hot Honey
| File:Mike's Hot Honey.png | |
| Company type | Private |
|---|---|
| Industry | Honey |
| Founded | 2010 Brooklyn, New York, U.S. |
| Founder | Mike Kurtz |
| Headquarters | Brooklyn, New York, U.S. |
Key people | Matt Beaton (CEO) |
| Revenue | $40 million (2024) |
| Website | mikeshothoney |
Mike's Hot Honey is a U.S.-based food enterprise that produces honey infused with chili peppers. Established in 2010 by entrepreneur Mike Kurtz in Brooklyn, New York, it has become the foremost hot honey brand across the United States, earning a reputation as a "cult favorite."
History
The concept for hot honey originated with Mike Kurtz during a 2004 study abroad experience in Brazil, where he encountered chili-infused honey at a local pizzeria. While attending the University of Massachusetts, he developed his own version, emphasizing a bolder chili flavor profile compared to the original.[1]
Following graduation, Kurtz relocated to Brooklyn and took a position at Paulie Gee's pizzeria in Greenpoint. His introduction of hot honey there led to the creation of "The Hellboy," a soppressata pizza drizzled with his signature product, which quickly became a menu favorite.[1][2]
In 2011, Kurtz established a distribution hub and by 2014 secured Whole Foods Market as the initial major retailer to stock his product.[1] The company appointed Matt Beaton as CEO in 2015 and successfully raised $12 million through three funding rounds.[1] By 2024, Mike's Hot Honey was distributed in more than 3,000 restaurants and 30,000 retail outlets nationwide, with projected revenues reaching $40 million—marking substantial growth over prior years.[2]
Supported by Fifth Down Capital and Piper Sandler Merchant Banking, the business has reinforced its market position through focused leadership and strategic expansion.[3]
In 2024, former WNBA star Candace Parker joined the board of directors, bringing enhanced leadership and business acumen to elevate the company's profile.[4]
Marketing
In April 2023, Mike's Hot Honey collaborated with Ewing Athletics, the footwear brand founded by ex-basketball player Patrick Ewing, to launch cross-training high-top sneakers branded with Mike's Hot Honey. These shoes were marketed alongside jars of their signature hot honey.
Throughout 2023 and 2024, the company broadened its market reach through alliances with restaurant chains featuring hot honey-infused menu items. Examples include hot honey doughnuts at Dough Doughnuts in New York City, hot honey deep dish pizza at Lou Malnati's, hot honey ice cream at Cold Stone Creamery, and hot honey cookies at Insomnia Cookies. Partnerships with DiGiorno and California Pizza Kitchen brought frozen pizzas incorporating hot honey to consumers, further diversifying their product offerings.
In 2024, Mike's Hot Honey introduced Slice Hunter, a pizza-themed arcade game accessible via the iOS App Store as well as a physical arcade cabinet located at Manhattan’s Scarr's Pizza. This initiative was designed to enhance brand interaction by linking customers with nostalgic pizzeria experiences.
Additionally, the company unveiled its second advertising campaign titled "You'll Love It With Mike's," created in collaboration with New York-based Chase Design Group. Building on its roots in pizza culture, this campaign showcases over 27 food pairings, reinforcing Mike’s Hot Honey’s versatility and strengthening its presence in the market.
Collaborations
Mike's Hot Honey has broadened its market footprint by forming key partnerships within the food service industry. These include the introduction of a hot honey bacon breakfast sandwich at Dunkin' Donuts, as well as hot honey-infused snacks and beverages available at Cinemark theaters. The brand's sauces are featured at Moe's Southwest Grill, while California Pizza Kitchen offers a Nashville-style hot honey pizza. Additionally, the Million Dollar Breakfast Sandwich has made a comeback at First Watch.
On the retail front, Mike's Hot Honey teamed up with Utz Brands to debut mini hot honey pretzels and hot honey potato chips highlighting the Extra Hot variety, building on the success of their original Mike's Hot Honey chips. Other product collaborations encompass hot honey-flavored items with Kellanova Club Crisps, Saputo Cheese’s Montchevre goat cheese, and Bush's Baked Beans’ Hot Honey Grilling Beans. The brand has also ventured into sportswear, releasing a burgundy Starter Jacket and sneakers through Ewing Athletics carrying the Mike's Hot Honey branding.
See also
- ↑ 1.0 1.1 1.2 1.3 Cite error: Invalid
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- ↑ "Mike's Hot Honey Appoints WNBA Legend Candace Parker to Board of Directors". Food Dive. 2024-08-16.
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