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UK firm British Cannabis™ has launched its debut TV campaign, in a bid to target CBD consumers across the nation.
British Cannabis™ (registered as CBD Health Foods Ltd) has launched a media campaign for its premium flagship range CBD by British Cannabis™, as part of a half a million pound awareness and consumer recruitment campaign for 2022/23.
The new advert features target demographic over 45-year-olds, health conscious UK consumers, using the brand’s range of 100 per cent cannabis CBD oils, full-plant oral capsules, CBD Dermal Patches and CBD Rescue Cream®.
Set in the style of a classic health and beauty advert, the creative aims to break down barriers to legal cannabis-derived products, gaining approval to make more industry-specific references than any campaign to date.
The products featured have won recent magazine industry awards, including the P3 Pharmacy Magazine 2021 Most Valuable Product Award, the Independent Community Pharmacist 2022 CBD Product of The Year and Your Healthy Living magazine’s 2022 Silver Award for Best CBD Product.
Also pride of place in the advert will be the brand’s Rated Excellent status on Trustpilot, as over 1,250 consumers have given the brand formerly known as Canabidol a five star review over several years of sales success.
Distribution will begin on dozens of entertainment, documentary, sports, film and news channels across the Sky and Channel 5 networks.
This will be the first time that the Sky network has opened its doors to CBD advertisers on their linear stations since 2019, after British Cannabis™ demonstrated an understanding for regulatory compliance, consumer trust with product testing and its status as a UK industry pioneer since 2015 – with Novel Foods applications to the FSA looking set for success.
Managing director, David Ralson, celebrating the launch, commented: “This is a monumental moment for our industry, as this is the first fully-approved TV advert to use ‘cannabis industry’ terminology, including iconography of the industrial Cannabis sativa L. plant itself, reference to our 100 per cent cannabis-based formulas and real-life consumers using our products.
“We are tremendously proud to have achieved this, not just for our customers and stakeholders, but also to open doors for the wider cannabis sector by breaking barriers and bringing cannabis consumer products ever closer to the mainstream.”
More options for shoppers
Earlier this month CBD by British Cannabis™, launched on eBay UK, as British Cannabis™ became one of the first companies to debut on the platform.
Shoppers responding to the advert have more channels than ever to acquire tested, trusted and effective CBD supplements and cosmetics.
Marketing director, Steve Batchelor, said: “Whilst the CBD consumer base has grown steadily for the last half-decade and with a lot of market hype in recent years, it has by contrast been very difficult to talk frankly about CBD products in traditional advertising mediums, due to obvious issues.
“Thousands of people come into the CBD food supplements category with a variety of health issues and health related questions, but the responsible companies in the industry have needed to steer clear of health clams. Thus, discussion of cannabis-based products in advertising to date has needed to stay necessarily vague – most companies have needed to advertise without actually saying much about the products themselves.
“What is new here though is that CBD by British Cannabis™ has been able to take its 6-plus years of industry experience and showcase tested, trusted and compliant products in ways that humanise and normalise cannabis-derived consumer brands, whilst keeping a premium, lifestyle brand identity, to match the new look and feel of our revamped flagship brand.”
British Cannabis™ CEO, Tom Whettem, added: “It has been quite a break-through by the team, to say the least, to be able to even mention the word ‘cannabis’ and topics like our THC Free status on UK television. Consumers old and new are encouraged to place trust in CBD products by our THC Free assurances and the British Cannabis™ dedication to accurate products. Having 100 per cent cannabis, all natural product formulas with upcoming FSA Novel Foods validation, advertising in UK homes is something we hope is good for everyone in the long run.”
The campaign was conceptualised, produced and distributed by The TV Agency, one of the largest and fastest growing independent TV advertising agencies in the UK.
This is the second venture into mainstream TV advertising for British Cannabis™, following the success of 2020’s national campaign for affordable low-price CBD range, Access CBD™.
Enquiries for those wishing to stock, buy or just learn more about CBD by BRITISH CANNABIS™ can call +44 (0) 203 965 2420 or visit www.britishcannabis.
JM Wholesale sees 750 products included on FSA CBD list
The CBD stockist has described the development as a milestone for the company.
Following a partnership with the European Industrial Hemp Association (EIHA) and active participation with the Food Standards Agency (FSA), JM Wholesale has had more than 750 items included on the public CBD list.
Earlier this year the FSA published its list of CBD products linked to what it deems as credible Novel Food applications. Products included on the list will be advancing through the final stages towards authorisation, expected by 2023.
More than 900 applications for thousands of UK products have been submitted for approval, with the majority being rejected for lacking basic information such as toxicity levels.
JM Wholesale has announced that it has now had 750 of its products included on the public list.
Thomas Lowe, operations director at the Leicester-based company, said that, after 200 per cent business growth in the past 18 months and a resulting move to major new premises, JM Wholesale is now perfectly placed to consolidate its position as the UK’s premier CBD wholesaler.
Lowe commented: “We have a larger range of approved CBD products than any other distributor and this moment is another milestone for our company.
“We’ve worked hard to ensure that our customers and our business are protected, by getting rid of any products not published on the FSA’s website, regardless of how big those brands are.
“In fact we’ve always loved finding unique products, including those where the CBD can be absorbed in different ways. That way, more people from different walks of life can enjoy CBD no matter how they prefer to access it.
“From our distribution centre we now provide the largest range of isolate and full spectrum CBD products in the UK, all of which are 100 per cent accepted by the FSA.
“We are the first distributor to add the relevant Novel Food classification numbers to all of our relevant listed products.
“The past few months have been extremely challenging for our industry but we have made efforts to take an active role in the novel food submission process. We anticipated regulation of this industry, we were determined not to let it stand in the way of the growth of our business, and we’ve participated accordingly.
“All in all, this is excellent news for our customers and partners.”
The company has stated that it has experienced rapid growth off the back of increased awareness of the health benefits of CBD products in the UK, and that, alongside its consumer business, it also exports to suppliers in the UK and in 170 countries worldwide.
FSA CBD list now closed for applications
An additional 6000 products added to the Food standards Agency’s (FSA) CBD list.
The FSA has confirmed that the UK’s list of CBD products linked to credible Novel Foods applications is now closed.
The FSA has updated its public list of CBD products that can be marketed in England and Wales, adding almost 6000 products. These are products that are linked to a credible application submitted for authorisation to the FSA, and are not new to the market.
The organisation has confirmed that the public list, which was initially published in March, is now closed and has stated that any further requests to have products put on the public list or evidence sent are no longer being accepted.
The FSA has previously reminded consumers that products on the list will be able to remain on the market as they progress towards final authorisation, but that, although these products are classed as “credible”, it does not guarantee they will be authorised for sale.
Rebecca Sudworth, director of policy at the FSA, stated: “This has been a long and complex process and we are grateful for the help and cooperation of the CBD industry as we reach this important milestone on the path to bringing CBD products into compliance and protecting consumers.
“The only changes we envisage being made to the list now will be to reflect the status of products as we move to authorisation, and any routine corrections.
“We have seen the list, which contains almost 12,000 products, grow considerably since March when we first published it. The publication of the initial list prompted a number of companies to come forward with new evidence linking large numbers of individual products to existing applications, and so we made a final call for evidence to support businesses in achieving compliance for their products.
“We think it is important we get this right, and it is encouraging that so many companies want to get their CBD products on the path to authorisation.”
Businesses wanting to sell their products in Great Britain should now apply to the FSA’s regulated products process and those wanting to sell in Northern Ireland should apply to the European Commission. However, as new applications will not be eligible for the public list, they should not be put on sale until they have been authorised.
Validated applications on the CBD list are currently moving on to a full risk assessment stage of the application process, and those that are shown to be of a low enough risk must also go through a risk management process before a recommendation can be made to Ministers on authorisation.
At the time of the list’s initial publication in March, the FSA confirmed that, with a lengthy process still to go, it is unlikely any applications will be considered for authorisation before early to mid-2023, with any additional authorisations potentially taking another few years.
The FSA emphasises that there are currently no authorised CBD products on the market.
British Cannabis™ launches premium CBD products in Selfridges
The CBD by British Cannabis™ collection will be showcased in the Beauty Hall at Selfridges London.
British Cannabis™ is launching its premium, flagship range of CBD products in Selfridges.
British Cannabis™ will launch its super-premium collection of 100 per cent cannabis supplements and cosmetics in Selfridges on 4 July, 2022.
All of the food supplement products in the CBD by British Cannabis™ collection were recently included on the Food Standards Agency’s (FSA) public list of products that are legal for sale on the UK market.
The products’ appearance on the list followed the company’s successful submission of Novel Foods applications.
A recent update by the FSA saw British Cannabis™ ranked as the UK’s largest CBD manufacturer by number of publicly listed CBD products manufactured.
CEO, Thomas Whettem, commented: “This is yet another great milestone in the British Cannabis™ story. It is a testament to the levels of excellence we demand within our supply chain and products, that we are now stocked at an iconic, prestige retailer in Selfridges.
“We set out to create ‘the champagne of CBD oils’, with more beneficial cannabis phytochemicals than any other CBD products compliant and legal for sale today.
“Our premium, THC-free products are both UK-born and UK-manufactured, thus debuting in Selfridges London seems very appropriate.”
CBD by British Cannabis™ products have won multiple awards in recent years, including the Highly Commended 2021, P3 MVP Award for 1000mg CBD Cannabis Oils, ICP magazine’s 2022 CBD Product of The Year, and Your Healthy Living magazine’s 2022 Silver Award for Best CBD Products (for CBD by British Cannabis™ Dermal Patches 500mg).
The 100 per cent cannabis products contain hundreds of other beneficial cannabis compounds, terpenes, flavonoids, phenols and more, whilst still being compliant with regulations and legal for sale within the UK.
Each product is rigorously tested for accuracy, purity, and THC-free status for consumer peace of mind.
Every product contains the knowledge and expertise that has been amassed over the last seven years of British Cannabis™ existence, evidenced in the growing, extraction, research, development, and manufacturing that saw this British start-up grow to be the leading authority in consumer cannabis products within the UK.
The company launched a television campaign in March 2022 for the range as part of a half a million pound investment in awareness building and consumer recruitment 2022/23.
The campaign aimed to break down barriers to legal cannabis-derived products, gaining broadcaster approval to make more industry-specific references than any campaign to date.
Shown across dozens of premium channels on the SKY and Channel 5 networks, this marked the first time that the SKY network had opened its doors to CBD advertisers on their linear stations since 2019.
British Cannabis™ managing director, David Ralson, commented: “As proud as we are of our tested, trusted, super-premium CBD supplements and cosmetics, we are equally proud to now be bringing them to the world-class shopping experience at Selfridges, as part of our distribution expansion plans.
“For over a century, Selfridges have brought premium health and beauty products to the forefront in exciting ways – and especially in their new Feel Good Bar. As one of the UK’s original British-made CBD ranges, with a heritage in this young industry of nearly seven years, the match of Selfridges and CBD by British Cannabis™ seems a perfect fit.
“I hope that Selfridges shoppers grow to love and trust our CBD range as much as our existing loyal customer base, who over the years have given us over 1,500 5-star reviews on Trustpilot.”
With sales of wellbeing supplements, superfoods and ingestibles up almost 125 per cent at Selfridges since last year and almost 700 per cent compared to pre-pandemic, The Feel Good Bar will launch as a new permanent wellbeing destination at Selfridges London.
The bar will be a place for visitors to explore more than 250 of the latest and best products in wellbeing innovation, ranging from gut health to hormones, hangover cures and sleep hacking.
The destination will be anchored by a new energy-lifting bar concept brought by JENKI, introducing a menu of matcha and alternative drinks that reimagine drinking culture.