CBD Drink Brand Draws Inspiration from La Croix
CBD (Cannabidiol) is one of the main compounds found in cannabis. It is non-intoxicating but has been shown to help alleviate a wide variety of symptoms including pain, inflammation, depression and anxiety. The recent surge in popularity of this cannabinoid has lead to a large number of companies launching CBD-infused products. The New York Times has called CBD “the new avocado toast” - proving that this compound has transcended the typical cannabis user and is now mainstream.
One of the hip new brands that has emerged from this trend is NYC-based company, Recess. Their product offering is flavourful and bubbly like La Croix, but also packs a variety of health benefits from CBD hemp extract and other superfood ingredients like ginseng and L-Theanine. The product launched in early October and is targeting the creative community as its core consumer.
The company worked with design firms Gin Lane and Day Job Studios on the brand identity and the overall vision for the brand. Founder Benjamin Witte wanted to create a lifestyle and wellness brand that cares about creativity and helping those creative types relax and unwind.
“In a world where people are increasingly stressed out, anxious and overly simulated and searching for solutions to feel balanced, whether it’s the rise of meditation apps, yoga, the rise of cannabis, Xanax, the rise of mindfulness, time well spent … it’s all an indicator that people feel increasingly overwhelmed and a little off centre by modern society. That’s fundamentally what Recess is all about,” he said.
Recess plans to use influencer marketing by featuring pictures and profiles of artists using their product in their creative environment. Their Instagram account features modern and fun content. Since this product contains hemp-derived CBD and not Cannabidiol from cannabis, the company has more leeway with advertising. There are many varieties of the cannabis plant. Hemp refers to the varieties of Cannabis sativa L. which contains less than 1 percent tetrahydrocannabinol (THC). These brands that sell products containing hemp extract do not have to obtain cannabis licenses.
What can Canadian companies learn from this brand?
Although cannabis is a controlled substance in Canada, there are exceptions, including medical cannabis use and industrial hemp, under the Industrial Hemp Regulations (IHR).
The IHR defines Industrial Hemp as “the plants and plant parts of the genera Cannabis, the leaves and flowering heads of which do not contain more than 0.3 percent THC”, and permits certain activities with respect to hemp for commercial purposes through a licensing system.
Under Canada’s new cannabis regulations, every license or authorization issued under the IHR prior to the commencement date of Bill C-45 will be deemed to be a license issued under Section 62 of that law. According to the regulations, non-viable seed, mature stalk without any leaf, flower, seed or branch fall outside the scope of the adult-use law, and therefore no license is required for processing or sale, or for the sale of any derivatives of seed and grain containing 10 micrograms/grams THC.
Read more about these regulations from Cannabis Now
There is an opportunity for more Canadian companies to begin developing similar products using hemp-derived CBD. These products are able to utilize marketing and advertising more than cannabis companies regulated under The Cannabis Act.
Does a Recess pique your interest? The drinks are available for purchase on the company’s website and through Amazon.