Elixinol Wellness re-enters UK market after British Cannabis partnership

23 Dec 2021 --- Australia-based Elixinol Wellness will be bringing its cannabidiol (CBD) supplements and cosmetics to the UK after partnering with British Cannabis. The move comes after Elixinol ceased trading in UK and EU markets last year due to regulatory challenges.

“Elixinol brings to market a great range of CBD tincture oils, vitamin and nutraceutical-added capsules and great cosmetics, aimed at various different experience levels of consumers,” Steve Batchelor, marketing director at British Cannabis tells NutritionInsight.

The development will see British Cannabis be the sole and exclusive licensee of Elixinol-branded products in the UK for a three-year term. 

Tackling regulations
The CBD industry is facing a slew of regulatory challenges, while the UK segment is estimated to generate £690 million (US$959 million) in annual sales for 2021.

  According to British Cannabis, in September 2021, Elixinol decided to halt its trading across the UK and the EU, opting instead to move to an indirect route to market model by seeking a licensing partner in the UK.CBD has seen increased interest due to the COVID-19 pandemic, as consumers become more concerned with improving their mental health.

The agreement enables Elixinol’s brand to continue to be distributed in the UK while handing over the UK operations and associated costs.

“Bringing Elixinol’s CBD supplements within the novel foods applications of British Cannabis will allow their quality products to remain trading in the UK, by formulating them in compliant ways that stay up to date with the latest regulations on cannabinoid food products,” Batchelor notes.

“Elixinol customers, both existing and new, will continue to be able to select from an extensive range of hemp derived nutraceuticals, cosmetic and food products.”

Breaking social barriers to CBD
The COVID-19 pandemic has been described as key to opening up attitudes to CBD, as it brought mental health into greater focus. Many consumers turned to CBD in a bid to deal with increased stress, anxiety and sleep issues.

According to Batchelor, the way CBD is viewed is quickly changing. “Social barriers to cannabinoids and cultural understanding of the cannabis plant in contexts beyond illicit recreational use are improving with every passing year.”  

“CBD works for people – as can be seen by the testament of thousands of customer reviews across the industry. This fits in tandem with the ongoing trends toward seeking healthier lifestyles and considering alternative products.” 

Wide-ranging applications
The ingredient has even been spotlighted by scientists as for cancer treatment or pain relief. Although CBD has seen renewed interest, the study of the item is still in its early stages with little reliable evidence. 

Nonetheless, the UK has seen calls to start clinical trials into the effectiveness of CBD and medical cannabis in professional sport.

Companies across the industry  have also tried to combine various trends, such as Global Widget, which earlier this year revealed it was expanding its CBD edible offerings into immunity and sleep positionings. 

By Andria Kades

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