Hydrate and chill: Weller to launch CBD-infused sparkling waters

28 Mar 2019 --- Cannabidiol (CBD) infused food and beverage manufacturer Weller is set to launch its CBD Sparkling Water in April. Exhibited earlier this month at Natural Products Expo West, US, the functional water line will be infused with 25mg of CBD broad-spectrum hemp extract per can. The range taps into the blossoming CBD and hemp market, as well as functional hydration – a move that is proving popular among consumers.

The use of cannabis-derivatives has been widespread, yet somewhat hazy on the regulatory front in the US. However, low Tetrahydrocannabinol (THC) hemp has recently become legal, as in December, the signing of the US Farm Bill by President Trump legitimized low THC hemp (<0.3 percent Δ9-THC). This has spurred a flurry of activity in technology poised toward, and NPD within, the cannabis industry. CBD derived from hemp has also now become an ingredient with potential for use in further NPD.

The company aims to bring “ground-breaking” products to the market to change the way consumers can access CBD. It was founded by Matt Oscamou, Founder and CEO of Frontier Snacks, and John Simmons, Founder and CEO of Third Street Chai. 

The sparkling waters will come in three flavors: Watermelon, Black Cherry and Tangerine. The launch follows Weller’s initial product range, CBD Coconut Bites, which are available in dark chocolate and caramel. Available in single-serving (5 bites) and multi-serving (20 bites) packaging, each bite is infused with 5MG of CBD from full-spectrum hemp extract and made with clean, simple and sustainably-sourced ingredients.

“We are a passionate team of athletes, engineers, foodies and yogis who have spent over 30 collective years in the natural food industry,” says Simmons. “Wellness through diet and lifestyle is second nature for us all and hemp CBD has played a part in each of our wellness journeys in a deep way. With this, Weller was born and we cannot wait to share these effective and insanely delicious products with the world.”

CBD from hemp: Future NPD space?
The US market for hemp has expanded, and this can be expected to grow further following the government’s regulatory green light. The touted health benefits associated with CBD and hemp have boosted the popularity of products infused with the cannabis-derivatives, especially as health-conscious consumers seek health-haloed products.

The Hemp Business Journal estimates that the hemp CBD market totaled US$190 million in 2018 – an astounding rate of growth for a category that didn’t exist five years ago. By 2022, the Brightfield Group, a cannabis and CBD market research firm, projects sales to reach US$22 billion.

Innova Market Insights data has reported a 34 percent average annual growth in the number of new food & beverage launches with hemp ingredients (Global, 2013-2017), with US introductions enjoying an average annual growth of 21 percent over this period.

Weller is not the first company to innovate on this platform. In December last year Flow Alkaline Spring Water, a Canadian brand of spring water, launched a line of CBD infused beverages coined Flow Glow. 

While Green Monkey Beverages were exhibiting the UK’s first CBD-infused sparkling beverage at the International Food & Drink Event (IFE) show in London, March 17-20. 

NPD in Europe, however, has come under “threat” recently, as CBD food products were recently declared to be unauthorized novel foods. However, speaking to NutritionInsight, Tom Carroll of Green Monkey Beverages seems optimistic for the future of the ingredient and notes that European Food Safety Authority (EFSA) regulatory move may have been “heavy-handed.”

Furthermore, not all cannabis-derived food products will require this authorization, notes Karin Verzijden, an Attorney-At-Law at Axon Lawyers, with a specialization in food legislation. The lively NPD space in the EU may, however, be at risk, she says.