The UK-based firm says it has sold out of its initial stock of 2,000 gummy bears infused with cannabidiol (CBD) in under 48 hours and believes its novelty product could be a hit in Europe and further afield - taking a slice of a global CBD industry worth around $200million (€188m).
The sweets are sold as a food supplement and each fruit flavoured bear contains 10mg of CBD, as well vitamin B12 and vitamin D3.
The hemp company believes some consumers are turned off by supplements containing hemp oil because of their strong taste, with gummy bears providing a sweet alternative.
Speaking to NutraIngredients, Tony Calamita, co-founder, said: “If you take CBD as oil or tablet it can be inconvenient. So the gummy bears are a very quick, convenient and tasty way of getting your daily dose of CBD.”
Studies have suggested CBD consumption can help with range of conditions including anxiety, stress and health and muscle recovery, but some people, particularly older people, are averse to taking it because of its link to cannabis.
The extract has also been linked to relieving the symptoms of irritable bowel disease (IBS) - with a double-blind, placebo controlled study on IBS patients currently underway in the Netherlands.
Medicine vs supplement
Last year, the UK's Medicines and Healthcare products Regulatory Agency (MHRA) ruled that products containing CBD should be classified as medicines, meaning that manufacturers must demonstrate CBD products must meet safety, quality and effectively standard.
It made the ruling after it said companies were making 'over medical claims' about products.
However, manufactures, such as Love Hemp, can continue sell CBD as a food supplement so long as they don’t advertise or claim medicinal properties.
As such, the firm sells a range of CBD cosmetics and supplements online and distributed through a number of health stores, and boasts annual revenues of over a £1m (€1.15m).
Calamita says customers from as far afield as China have been buying its gummy bears and is now hoping to establish itself in Europe and other markets, with the US being a priority.
“We want to create awareness of CBD. Right now people don’t know about this incredible supplement that can benefit them. That is our vision to educate people on CBD," he said.
Co-founder Tom Rowland added: “Clearly, gummy bears are also very appealing to children and whilst these products are extremely safe, as with any supplements or vitamin tablets, they should be consumed in moderation. We offer clear guidance on the daily intake and restrict the size of our packs.”