Rowse is embarking on a £3.1 million re-launch across its honey range with a shopping bag offer and introductory price promotions.

The launch will include a new range of four Rowse ‘Supahoneys’ made with Manuka honey, Rowse ‘Light & Mild’ Honey, Limited Edition honeys – Greek and Italian Forest and two new Beekeeper’s Select honeys.

At the same time, new pack designs featuring a new ‘honeycomb’ shaped logo are being rolled out across the entire Rowse honey portfolio.

A £3.1 million marketing campaign will support the re-launch and will kick off with a Rowse-branded ‘Eco’ shopping bag offer appearing on 1.75 million packs and the Rowse website, introductory price promotions and consumer PR and online activity during the summer roll-out.

This will be followed by a new ground-breaking TV advertising campaign in the autumn.

Kirstie Jamieson, Rowse Honey’s marketing manager, says: “We’re embarking on a new era in Rowse’s history. With the launch of the Supahoney range we’re aiming to create and establish an entirely new sector, while Light & Mild, the Limited Editions and Beekeeper’s Select will all play a role in expanding usage and consumption.”