I have seen this brand at the running store and wondered what it was all about. Basically, the quick energy from honey is supposed to keep you going strong.
I tried the Ginsting gel first (pictured in the center), on one of my long runs. The consistency is a quite thin compared to other gels and, as the name implies, tastes much like eating honey straight up. This might be a treat for some, but since I don't ever take honey with my biscuits, I had to remind myself of the benefits of the gel (B vitamins, electrolytes, etc.) as I ingested it.
If you're looking for some more natural forms of race/long run fuel, these are a good solution. They are a bit higher in calories than others, but I don't think that's too much of a concern if you legitimately need to use these for an endurance feat. ;) Also, even though I don't like to eat honey by itself, the only one that had a really strong honey flavor was the gel.
FTC Disclaimer: I was sent samples of this product to review but was not compensated to provide any particular type of opinion.