**Nestlé Ends Its Chapter with Egmont Honey: A Sweet New Beginning**

*December 9, 2024*

In a strategic move that sets the course for one of New Zealand’s favorite honey brands, Nestlé has officially sold Egmont Honey to Beijing’s **Huatai International Private Equity Fund**. This decision marks the dawn of a thrilling new era for Egmont Honey, opening the doors to unparalleled opportunities in the lucrative Chinese and international marketplaces.

While the sale may catch some by surprise, it signals a deliberate and promising turning point for the Manuka honey producer, one grounded in vision rather than necessity.

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### **Why Nestlé Passed the Torch**

Nestlé’s two-year ownership of Egmont Honey saw remarkable growth, yet the company has now divested its investment, citing the brand’s lack of alignment with its evolving strategic goals. A spokesperson for Nestlé explained, “Egmont Honey achieved notable success with us, but we believe partnering with Huatai opens the door to its untapped potential—particularly in Asia’s expansive markets.”

Egmont Honey first came under Nestlé’s purview in 2022 through the Swiss conglomerate’s acquisition of **The Better Health Company**. Founded in 2008, Egmont Honey rapidly became a global sensation, celebrated for its ethical beekeeping methods and top-tier Manuka honey. However, its future direction demands specialized, regionally focused expertise—something Huatai International is uniquely positioned to deliver.

This reflects an important strategy by Nestlé: empowering local brands to flourish under optimized ownership rather than absorbing them into its extensive portfolio for the long haul. Selling Egmont was less about parting ways with an asset and more about ensuring the brand was poised for sustained success.

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### **Who Is Huatai International?**

The buyer, **Huatai International Private Equity Fund**, boasts a strong reputation for steering businesses toward exponential growth in markets like China. With its expertise in consumer goods and deep understanding of regional economic dynamics, Huatai is strategically equipped to supercharge Egmont Honey’s performance.

For context, China’s appetite for natural, sustainably sourced health products has skyrocketed in recent years. Manuka honey, prized for its unique antibacterial properties, is a leading favorite among these products. A firm like Huatai offers Egmont a significant growth advantage in this competitive space, especially with its track record of navigating cross-border markets.

The acquisition appears to be thoroughly thought out, as Nestlé partnered with financial advisors like **Rothschild Australia** and **Cameron Partners** to identify the perfect buyer. The emphasis was on selecting a steward who could not only continue Egmont Honey’s legacy but enhance it.

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### **A Bright Future for Egmont Honey**

With its roots firmly planted in New Zealand’s sustainable and ethical beekeeping practices, Egmont Honey has become a synonym for excellence in the world of Manuka honey. Its reputation is one of social ethics and premium quality, traits that resonate in over 20 export markets worldwide. Under Nestlé’s guidance, the company achieved steady growth, but its transition to Huatai signals a strategic pivot toward capturing the booming Asian market.

“Egmont Honey has always been more than just a jar—it represents New Zealand’s rich heritage and commitment to sustainability,” said a company spokesperson. “Partnering with Huatai is not an end for us, but a new beginning. This is our chance to reach new heights in China and beyond.”

Financial analysts agree that Huatai’s investment represents a calculated bet on Manuka honey’s increasing popularity. Nestlé’s recent projections pegged Egmont Honey’s revenue at **$54 million** by March 2025, with earnings expected to surpass an impressive **$20.7 million**. These figures point to a brand far from its peak and ready for accelerated growth under Huatai’s guidance.

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### **The Larger Picture**

This sale underscores a broader shift among multinational corporations. Companies like Nestlé are adopting more streamlined strategies, focusing on core operations while entrusting smaller, high-potential brands to partners better suited for regional or niche market leadership. Such moves don’t just ensure profitability but also align with ensuring that smaller brands thrive independently.

For fans and followers of Egmont Honey, this is a moment of optimism rather than concern. With Huatai’s market expertise, paired with Egmont’s dedication to sustainable, high-quality production, there’s every reason to believe the jars of Manuka honey will not only continue to have a global presence but establish an even stronger foothold in emerging markets.

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In the end, Nestlé’s exit is less of a goodbye and more of a calculated hand-off. With the growing global appetite for ethically sourced health foods, especially in Asia, Egmont Honey seems primed for another golden chapter—one that could make its already sweet product even sweeter in the lives of customers worldwide.