What began as an exciting gen Z food trend has become ubiquitous. Is the bubble about to burst under the weight of ‘fake’ honey and cheap, mass-produced knock-offs?

When hot honey started popping up on restaurant menus about five years ago – drizzled over pizza perhaps, or used as a glaze for meat or halloumi – it seemed novel; something unusual and exciting to try. Word soon got out, particularly among gen Z, about its “swicy” (sweet and spicy) appeal, and the product has “gone a bit crazy over the last couple of years”, according to Laurence Edwards, owner of Black Mountain Honey, which has seen its hot honey sales shoot up.

Like salted caramel, its forebear in the world of food trends, hot honey – generally made by adding or infusing chilli to honey – now seems to be everywhere. Not only can you buy supermarket own-brand versions, but products such as hot honey Jaffa Cakes, hot honey Kellogg’s Crunchy Nut cereal and, most recently, hot honey flavoured Walkers crisps, have now come into existence.