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The commercial honey industry is questioning the bee-free status of a new Vegan Honey product that's made from apple juice concentrate.

Vegan Honey is described as a vegan-friendly product that is 100 per cent cruelty-free. However bee-keepers say the product, which is made by The Golden Ratio in Byron Bay, still makes use of bees in the apple pollination process, according to The Weekly Times.

The industry also reportedly opposes the company's use of the word honey given it doesn’t actually contain any honey.

Animal activists oppose the commercial honey industry which they say is cruel to bees, with international animal rights organisation PETA has called on consumers to avoid honey, beeswax, propolis, royal jelly, and other products that come from bees.