“We decided to create a range that let the customer take control 
of the end dish. So we needed to be really different from the standard ethnic 
images that you see everywhere.



With the luggage label idea, with its suggestion of personal journey 
and excitement, and the shopping list on the back, Honey gave us something 
special. Not surprising, since they had written the 
brief with us in the first place.



38% increase in seven months. We love it, retailers love it (it meets Asda’s 
No Waste policy) and customers love it. And it delivered a 25% cut in material costs.”



Ketan Varu, Founder

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