The press love to write this "gee whiz" sort of story where nobody knows anything and everyone is baffled about everything isn't that just so amazing, but I'm sure the reason why the honey itself is purple is not a mystery and someone has tested it. The question is how the purple got into the honey, not what it is. It doesn't fit into the mystery storyline they want to write.

Any sort of science reporting is shot through with this sort of thing.

Yeah maybe time to send a sample to the “mass spec everything” guy