Bush’s Beans and Mike’s Hot Honey Launch Sweet & Spicy Collaboration

By Allison Watkinson
TLL Reporter
Brandgenuity has secured a flavorful licensing collaboration between the Mike’s Hot Honey condiment brand and Bush’s Beans.
The partnership between the two brands has resulted in a sweet and spicy addition to Bush’s Beans product portfolio called Bush’s Grillin’ Beans Hot Honey.
“As two brands known for great flavor and bringing people together around good food and shared experiences, this bold partnership was a natural fit,” said Bush’s Beans SVP, Stephen Palacios. “Grillin’ Beans Hot Honey is a testament to our commitment to innovation and bold flavor; it’s a true game-changer for anyone looking to spice up their tailgates.”
Designed to launch in time for this years’ American football season, Bush’s Grillin’ Beans Hot Honey combines Bush’s classic baked Grillin’ Beans with the sweet and spicy flavor profile of Mike’s Hot Honey.
“Nothing is bolder than showing up to the tailgate party or cookout with the MVP of the meal,” said Mike’s Hot Honey founder, Mike Kurtz. “Our partnership with Bush’s gives fans the chance to bring the heat and take game day spreads to the next level just in time for tailgate season.”
Created in 2010 by Mike Hurtz, Mike’s Hot Honey is an American condiment brand that uses 100% pure honey infused with real chili peppers.
Hurtz initially sold the condiment in small-batch, hand-labeled Hot Honey bottles to visitors of his pizzeria, as well as other local restaurants and businesses.
Following massive word-of-mouth and viral success, Mike’s Hot Honey can now be found in thousands of restaurants and retailers throughout the U.S. and Canada.
Launching at retailers across the U.S. in mid-August, the Bush’s Grillin’ Beans Hot Honey product will provide a complex flavor profile to tailgate parties, game-day celebrations and more.
As the official licensing and brand management representative for Mike’s Hot Honey, Brandgenuity brokered the licensing agreement with Bush’s Beans to produce the new Bush’s Grillin’ Beans Hot Honey product.
Brandgenuity is a global independent licensing agency that specializes in extending brands to reach new consumer demographics and retail markets through the development of licensed products, services, promotions and experiences.
In addition to Mike’s Hot Honey, the agency’s roster of clients includes brands and IP such as BMW, Church & Dwight, Nissan, Dr. Scholl’s, Sazerac, Post Consumer Brands, The Sims, Kao, Kahlua, Royal Shakespeare Company, White Castle, NFLPA and more.