Prima debuts “Chill Out” stress-relieving vegan CBD chew

21 Apr 2022 --- US-based wellness brand Prima is unveiling a range of CBD chew gummies marketed for on-the-go consumption offering a stress relief alternative. Dubbed Chill Out, the items tout a patent-pending plant-based formula that manages cortisol levels.

“Because stress is the epidemic of today and affects us all,” Jessica Assaf, co-founder and chief education officer at Prima, tells NutritionInsight. “Stress is the root cause of so many health issues today, and it is responsible for an estimated 75-90% of all doctor’s visits,” she adds.

The main driver behind the product is to offer an easy, effective solution for stress in a format to be consumed on the go. “It can be used as an alternative to the end-of-the-day glass of wine, as it provides immediate relaxing effects.”

The design of the chews are intended for easy consumption on-the-go.Reducing sugar and stress
The product is a chew without added refined sugars, artificial flavors or colors. It features 20 mg of broad-spectrum organic hemp CBD. Additionally, it contains 100 mg magnesium and a blend of ten neuro-supportive nutrients per serving, equivalent to two chews. 

Targeting health-conscious consumers, the chews are gelatine-free and lack any animal by-products qualifying them as vegan. Prima notes. 

The company states the gummies were designed to avoid excess sugar. “We spent over two years designing a truly health-conscious formula that enables immediate uptake via oral micro-vascular absorption, surpassing traditional gummies with its exceptional bioavailability and optimal absorption,” says Christopher Gavigan, Prima's founder and co-CEO.

Specifically, Prima notes the usual serving size in CBD gummies is four to five gummies, to ensure high doses of ingredients. Nonetheless, this can lead to excessive sugar and calories, the company specifies.

“Chill Out's novel food matrix allows for dense nutrient and vitamin delivery in only two refined-sugar-free chews.”

Highs for CBD products
The value of the CBD industry has increased dramatically in recent times. A study showed that the value doubled in 2020 to US$971 million compared to the previous year. Between the years 2015 and 2019 the average annual growth of F&B launches tracked with CBD was 93%, according to Innova Market Insights.

The demand for CBD products has increased noticeably during the COVID-19 pandemic, as mental health was affected globally. Resulting in changes of attitudes toward CBD products among consumers in the UK and Europe as more people were looking for ways to release stress and anxiety. 

Supporter for stress management
Prima’s interest in CBD products originated from their intention to modulate stress. CBD products support the human body’s endocannabinoid system (ECS), which modulates stress in the body. 

“When we are hit with a stressor, like emotional distress or an environmental pollutant, the ECS is activated to maintain balance,” Assaf underscores. CBD and cannabinoids support the ECS and bring homeostasis to the body in a state of stress, he adds. 

Consumption can thus improve sleep, immunity, metabolism, reproduction and the overall mood, which aligns with increased health benefits that are the main incentive for Prima to deliver this product to the market.

“It's an instant way to take the edge off and just chill, without the hangover or the high,”  Gavigan adds.

The company offers a delivery system that makes the product bioavailable for which a patent has been requested. It is still in the approval process. 

By Beatrice Wihlander

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