CBD synergies: HempRise exec spotlights botanical adaptogens
06 Jul 2020 --- Cannabidiol (CBD) synergies are an area with “incredible growth potential” as cannabinoid hemp extracts become more mainstream. This is according to Collette Kakuk, Vice President of Global Marketing at HempRise – a subsidiary of global botanical extract player, Layn. Kakuk tells NutritionInsight that the hemp market will see a shift from stand-alone CBD products toward more functional, synergistic ingredient combinations. “Applications for clean label botanicals as a whole are expanding, specifically including synergistic botanical combinations with CBD as adaptogens for stress and anxiety reduction, inflammation, sleep and pain,” she explains.
Kakuk notes that consumer knowledge around CBD is growing, which allows for more innovative formulations. “Consumers see the benefit of full spectrum cannabinoid hemp extracts without the risk of even trace amounts of residual THC [tetrahydrocannabinol, the principal psychoactive compound in cannabis]. In addition, aspects of efficacy, dosing and bioavailability are trending, which lends to increasing innovation in water soluble, nanotechnology emulsions and powders. These are better absorbed and utilized by the body,” she asserts.
As far as CBD applications go, she supports that consumers are looking for consumption formats with which they are familiar. “They are looking for functional edibles and beverages, as well as baking applications, which are now increasingly emerging.”
Source: Innova Market InsightsAccording to Innova Market Insights, there has been a 93 percent average annual growth of F&B launches tracked with CBD (2015 to 2019). Soft Drinks currently make up 32 percent of launches, followed by Confectionery (16 percent) and Sports Nutrition (13 percent). Notably, over half of Sports Nutrition CBD launches are as a powder format, with other popular forms being ready-to-drink beverages (24 percent) and supplements (12 percent).
Hemp rises
US-based HempRise was established in November 2019 as a wholly-owned subsidiary for Layn that focuses on hemp-derived CBD. Previously, Layn adopted a three-segment model, which includes plant-based sweeteners, TruGro animal nutrition and CBD and hemp extracts.
“This industry is not for the slow-moving. The HempRise innovation pipeline includes everything from single ingredients to powerful functional solutions including other botanicals customized to specific applications in beauty, personal care, supplements, food, beverages, pets, and more – all with efficacy and bioavailability, consistency and scalability in mind,” affirms Kakuk.
Hemp biomass has dramatically increased in availability, so from an extraction perspective it reduces supply risks and improves marketplace competitiveness, she explains. Through its link to Layn, HempRise has been managing fully integrated supply chains from agronomy to extraction and ingredient formulation innovation for over 25 years. Well-managed supply chains with proven extraction processes and purity of ingredients that big brands can trust will prevail, Kakuk predicts.
“Regarding the current climate of rising uncertainty among consumers, we see a shift from high energy trends to one of calm, stress reduction and boosting mood, which aligns well with what CBD combined with other functional botanicals can offer consumers,” she reiterates.
Regulatory climate and supply challenges
Previously NutritionInsight reported on the CBD market and the latest developments it is seeing. The regulatory environment is still hazy, to say the least. Meanwhile, industry’s frustration at grey areas in policy, which spurs on demands for imminent action, is rising. Most recently, US and Australia made moves to increase regulation of the in-demand compound, while supplement organizations are continuing the CBD debate, demanding increased safety.
The regulatory environment is still hazy, to say the least. Meanwhile, industry’s frustration at grey areas in policy, which spurs on demands for imminent action, is rising. “We expect regulatory approvals first within the dietary supplement category, which is hopefully followed with regulatory approval in the food and beverage arena,” says Kakuk.
Consumer trust in ingredients starts from sourcing, Kakuk details. “First and foremost, brands need to be sure they are doing business with a supplier that has experience, knowledge and integrity to deliver quality, compliant ingredients that support their brand. Bigger brands navigating into this space need to work with suppliers who are vertically integrated and in full control of their supply chains and stay in compliance. In addition they need to have a strong innovation pipeline to help them formulate end products to be bioavailable, consistent, functional, efficacious and evolve with increasing consumer interest.”
HempRise seeks to evolve with consumer interest in organic hemp extracts, flavor masking, sugar reduction, taste modulation and more. “Brands should also work with a supplier who understands there’s more than just CBD isolates and the real benefits to the consumer come from the entourage synergy of having a full spectrum of cannabinoids versus just one isolate,” Kakuk states.
“Finally, brands need to be sure their supplier can truly scale with the organic market and driven brand growth and has proper capitalization, manpower and infrastructure to deliver hemp extract ingredients with reliability and product consistency at scale – and always in full legal and regulatory compliance.”
The company’s new Analytical & Application Innovation Center in Cleveland, Ohio, US, is available to help customers formulate and scale up their product lines and is a significant addition to the company’s operations based in Southern Indiana.
By Kristiana Lalou
