Carl’s Jr. is testing out cannabis burgers to stay at the forefront in the cannabidiol space and follow the trending ingredient everyone is going crazy for.
The chain announced that it will sell the Rocky Mountain High: Cheese Burger Delight burger at only one location in Denver, Colorado for just the eminent occasion of 4/20. The burger would feature a sauce infused with CBD which is known for its health benefits.
The 420 that is April 20 holds a special importance in the culture of marijuana, in order to celebrate and contribute to the cannabis community,many companies and retailers will be offering discounts and offers on CBD based products this year.
Though the promotion and marketing by Carl’s Jr. is limited, it is not a stunt. Patty Trevino, senior vice president of the brand marketing for Carl’s Jr. said that they want to test and determine whether this CBD infused burger will go along with the rest of the menu or not and whether it can be included as a permanent item on the menu.
“It is something that feels right for the brand,” she told CNN Business. “We are all about innovation.”
Food, beverages and other consumer goods companies are trying to figure out how to safely incorporate the new drug in their products. With growing curiosity of the consumers, companies have taken the lead and started selling a range of CBD based products such as lotions, creams, oils, facemasks, coffee, beer, popcorn and what not.
Though selling beauty and lifestyle products infused with CBD is not much of an issue, distribution of CBD based edibles is still prohibited by the Food and Drug Administration (FDA). The agency allows CBD only as a drug to treat two rare forms of epilepsy found in children, it strictly bans the substance in any food and drink for consumers on a regular basis.
While the federal law allowed CBD in all of its forms by removing it from the list of Controlled Substances, the FDA’s rules put companies and consumers in an ambiguous situation where they do not know if consuming or selling CBD edibles would be illegal or not.
To clear the air and set a regulatory framework for use of CBD infused edibles, former FDA Commissioner Scott Gottlieb announced a public hearing on May 31 to discuss the effects of CBD, real life experience by users and how it could impact the human body.
But he said that it could even take years to fully legalize and allow CBD for edibles from the agency’s side which worries business leaders.
Consumers are continuously seeking interest in CBD, while some want it for increased energy, others want it to treat anxiety, pain and calm their nerves. Some studies suggest that cannabidiol in fact has potential health benefits and can help treat inflammation, pain, anxiety and control seizures.
Carl’s Jr. isn’t promoting any health benefit from their burger as such, it’s ultimate motive is to just please their customers and introduce a new dish in their menu which would be loved and welcomed by the consumers.
With the introduction of the new burger infused with CBD sauce, Carl’s Jr. is also chasing their future younger generation which would be heavily inclined towards CBD. Also, they are more open to different and new flavours which gives Carl’s Jr. some space to try out the hottest ingredient in the market right now.
The chain first decided to explore CBD in January, after they introduced a new flavour based on another trend. They announced a plant based alternative to its signature burger in partnership with Beyond Meat.
Trevino explains how he was sitting down with their head chef Owen Klein and were talking about the changing trends, it was then that they decided to give CBD a shot in burgers. CBD is an attractive ingredient for companies, but they have to be really careful about how they use the drug or they could be charged for an illegal cause right away.
Recently, the FDA and FTC issues warning letters to 3 different companies for marketing their CBD based products as a cure to cancer. The agency is yet to set any regulations for the production, distribution, promotion and possession of CBD based edibles.