Liweli launches water-soluble, plant-based CBD drink mixes that target inflammation
16 Sep 2020 --- Wellness brand Liweli has created water-soluble cannabidiol (CBD) drink mixes for plant-based relief from aches and pains, in a move that “specifically goes against industry norms.”
CBD is “typically expensive, inconvenient, messy and hard to understand,” CEO and founder Chondita Dayton tells NutritionInsight. She shares how her brand’s drink mixes circumvent the problems of conventional CBD delivery formats to bring a functional application to working parents like herself.
“As a mom of two little ones, I only have time to take care of myself for a few minutes each day. In most cases, holistic remedies require a ton of literature, implementing new recipes and following lengthy regimens. With Liweli, you’ll gain all of the benefits that you can find through a holistic routine by putting forth a fraction of the effort,” she explains.
Innova Market Insights pegs “The Right Bite” as its fourth top trend for 2020. Consumers leading busy lifestyles can be easily stressed with juggling work, social and family lives. This is where the market researcher sees convenient, practical and portable NPD targeting consumers looking to maintain a healthy lifestyle – both physically and mentally.
Dayton also notes how the drink mixes tap into the preventative care trend. Unlike over-the-counter (OTC) pain relievers, they are designed to be incorporated into a daily routine and replenish the endocannabinoids the body is used to producing on its own.
The CBD market is becoming oversaturated with more of the same products, which is overwhelming and confusing consumers, says Dayton.“Liweli delivers a proactive way to eliminate aches and inflammation before they even start, so there’s no need to think about grabbing those chemical-based pain medications on a daily basis,” she details.
Ingredient selection and delivery formats
Overwhelmed with “aimlessly reaching into the medicine cabinet” for OTC pain relievers, Dayton began researching the role of CBD in fighting inflammation.
“The more I researched, the more I realized these benefits couldn’t be ignored and CBD would become the core of our brand.” Hemp-derived products still have a negative connotation in some consumers’ minds, which necessitated Liweli to “change the way consumers think about CBD.”
CBD traditionally arrives in the format of oils or tinctures that Dayton regards as “messy, confusing” methods and taste “just plain bad.”
Liweli’s drink mixes contain maltodextrin, natural lemon zest flavor, 25 mg CBD, acacia fiber and citric acid. CBD and acacia fiber are combined via the brand’s HydroBond technology that substitutes the “hempy” taste of CBD with fruit flavors.
“Our water-soluble format is digested quicker, which makes the CBD effects kick in much faster than other products on the market,” Dayton adds.
“We launched amid the pandemic, doing so because now, more than ever, we see the need for more convenient wellness options,” Dayton concludes. “We believe in the power of hemp-derived extracts like CBD and we’re on a mission to make these products more accessible to everyone. This is only the beginning.”
By Anni Schleicher
