UK honey brand Rowse is offering consumers the free packs of wildflower seeds as part of a drive to support the nation's dwindling honey bee population.

The on-pack promotion appears on Rowse Blossom Honey Clear and Set. Jars will carry a unique code which customers enter online at www.rowsehoney.co.uk/seeds to receive their free seeds.

The promotion builds on Rowse's 2008 campaign to help save the honey bee, which saw the brand pledge £100,000 to the bee breeding programme at the University of Sussex and also lobby government for increased funding, which the unit actually got granted in April this year.