For the first time in 17 years, Honey Stinger, the award-winning manufacturer of nutritional products featuring honey, is sporting a brand new look. The company has begun releasing an updated brand identity, including a new logo, colors and font, new brand statement and tagline, and all-new packaging across its full product lineup.

The comprehensive brand refresh comes at a time of significant growth and expansion for Honey Stinger, rolling out on the heels of numerous other key developments for the brand – including a partnership with investment company Factory LLC last fall, several major event sponsorships including the TCS New York City Marathon and Marine Corps Marathon, new collegiate partnerships, new product development, expanded market reach and more.

“This is an incredibly exciting time for all of us at Honey Stinger, and this update is representative of that,” said Bill Gamber, Honey Stinger’s founder and co-owner. “We’re very proud of the many ways our brand has evolved since its inception in 2001, and we believe our new look better reflects who we are today, while still continuing to speak to where we’ve been and the values our brand was built on. Amidst all the growth we have experienced, our core mission remains unchanged: to provide convenient, reliable nutrition for athletes, made with organic honey and delicious ingredients.”

With its revamped look, Honey Stinger has taken on a cleaner, more simplistic and more modern identity, while staying true to those aspects the brand has defined itself by for nearly two decades.

Honey Stinger’s new logo, which debuted earlier this spring, replaces renowned brand mascot “Buzz” the honeybee with a unique honeycomb design – a modernized nod to the brand’s celebrated honey heritage and the natural energy source at the heart of each of its products. The design is complemented by a sleeker, yet still-bold new signature brand font.

The brand has also adopted a new tagline, “Sweeten the Burn,” which targets Honey Stinger’s core audience of athletes and acknowledges the benefits that proper fuel can provide as they work to push their limits, reach new heights and achieve their performance goals.

Lastly, Honey Stinger has begun rolling out all-new product packaging that combines its new logo and tagline with a custom color palette derived from the natural flavors of its products, creating a new signature style that will be uniform across its entire product line. The packaging will feature a color-coordinated mountain design, representative of the brand’s lifelong mountain roots and deeply embedded mountain culture. A new brand statement, “Fuel Made Simple,” will also be prominently featured across the new packaging, highlighting Honey Stinger’s use of organic, responsibly sourced ingredients, driven by nature.

New packaging for Honey Stinger’s Organic Waffles and Gluten Free Organic Waffles will begin hitting store shelves over the next few weeks, followed by its Organic Cracker Bars. Packaging updates for the brand’s additional products – including Organic Energy Chews, Organic and Classic Energy Gels, Energy Bars, Protein Bars, and True Source Certified Organic Wildflower Honey – will be released throughout the remainder of the year.

About Honey Stinger: Founded in 2001 in Steamboat Spring, Colo. and still proudly based in the same location, Honey Stinger makes great tasting, convenient nutrition products featuring honey and using real, responsibly sourced ingredients. Fueling top elites and everyday enthusiasts alike, Honey Stinger is designed to elevate performance. The company’s diverse product offering includes waffles, gels, chews, energy and cracker bars, protein bars and more, providing natural, sustained energy for every endeavor. Honey Stinger products can be found at sporting goods retailers, grocers, convenience stores and online at honeystinger.com.