If CBD were part of the fashion industry it would have transcended from trend to staple item. Now as commonly acknowledged in the wellness space as any other vitamin or mineral that promotes health and wellbeing, new research shows that eight million Brits are investing in CBD products and that the UK market alone is worth £300 million – which is more than the value of vitamin C and D combined. Stats also show that 71 per cent of UK consumers’ favourite product form of CBD is ingestibles and that no longer just includes tinctures and oils – everything from gummies, chocolate, tea, coffee, olive oil and caramel spread comes laced with CBD.
“Gummies are huge in the US as a way to enjoy your daily vitamin or supplement which was adopted early on in the CBD market as it offers a tastier option to CBD oils that don’t tend to be great flavour-wise and can be off-putting,” explains Michelle Goldsmith, founder of Pollen, the chic CBD brand that alongside gummies produces drink drops (like squash, but better) and sparkling CBD-infused beverages.
Taste has been a big driver for the brands entering the ingestibles arena. It’s something that drove Alex Pejacsevich, co-founder of Paso to create both gummies and chocolate in its line-up. “We wanted to develop a range that came in more recognisable, friendly formats such as chocolate rather than the unfamiliar way of dropping oil under your tongue which is often the most typical method of ingesting CBD,” he says. “It also opens up the product category to a new larger audience and makes it easier for people to integrate into their everyday lives.” Guaranteed, it’s a lot subtler to pop a sweet into your mouth when you’re having a moment at your desk than reaching for a pipette and tilting your head back while you distribute your required dose.