CBD-infused coffee hits US market: Brewpoint Coffee launch blends calm and focus
09 Aug 2022 --- US-based Brewpoint Coffee is launching cannabidiol (CBD) infused coffee, targeting consumers seeking jitter-free beverages infused with CBD’s calming effects. Available in both caffeinated and decaffeinated versions, the Over the Moon brand is tapping into the supplement’s growing market segment.
The launch was made in light of National CBD Day.
“CBD is known to have a number of health benefits for consumers, including pain and anxiety relief, though the biggest reason we are infusing it with coffee is to get the best effects of both CBD (calm) and coffee (focus),” Melissa Villanueva, CEO, Brewpoint Coffee, tells NutritionInsight.
CBD is a non-psychoactive derivative of hemp that experts say does not cause intoxication or sluggishness. A recent study found it safe for daily oral consumption.
Infused during manufacturing
Villanueva says their new coffee offerings can give consumers energy during the day and help them rest at night.
Brewpoint Coffee sources its CBD from US Department of Agriculture certified organic hemp farmed in Oregon and Colorado. The company says its CBD contains less than 0.3% of tetrahydrocannabinol (THC), the psychoactive component of marijuana. This is below the FDA’s legal maximum limit for THC in CBD products.
“What makes our CBD coffee unique is that we have given equal priority to great full spectrum hemp-derived CBD and high-quality specialty coffee,” Villanueva underscores. “It is also infused during the manufacturing process rather than dosing it in the cup after brewing, ensuring a more consistent and equal CBD dosage in each cup.”
“The CBD has no effect on the taste of the coffee, but consumers can feel the calming CBD effects afterward,” she says.
Lunar offerings
The coffees are named after phases of the moon. New Moon is a caffeinated, single-origin Ethiopian coffee with hints of lemon, jasmine, green tea and caramel. Full Moon is a decaffeinated, single-origin Colombian coffee with notes of hazelnut and almond.
“Many people struggle with jitters in the morning from too much caffeine and avoid coffee in the afternoon or evening, also because of the caffeine,” she continues. “The ‘Over the Moon’ coffees are designed to tackle each of those issues without sacrificing the quality of the drink.”
Villanueva says the coffees are for consumers that either want to have a second cup in the morning without getting the jitters or want to enjoy a cup of coffee before going to sleep.
The products are intended to promote both calm and focus.
Innova Market Insights has found that getting a sufficient amount of sleep is a crucial priority for consumers, with 52% stating they believe it is the most important way to stay healthy and 47% saying they had attempted getting more sleep to support their physical health in the past 12 months.
National CBD Day
The company chose to launch its new products on National CBD Day. It did so in collaboration with the local Chicago restaurant, Wake ‘N Bacon, an eatery known for its CBD-infused menu. The two companies are featuring each other’s signature lattes at their individual outlets for the entire month of August.
“We initially wanted to launch in April,” explains Villanueva. “But we had some setbacks in making sure we had the right partners along the way.”
“We overcame our initial hurdle by not rushing the process and making sure we had all our partners in alignment before launching this new and innovative product,” she concludes.
By William Bradford Nichols
