Cirrus, an Atlanta-based sparkling water company, will join other companies in the cannabidiol or CBD space with a new CBD infused sparkling water range. The company says that Cirrus’ CBD infused sparkling water is the first kind of CBD range made in Georgia.
The new product will focus on health and wellness trends, it will be available in different flavours which will reflect a healthy lifestyle. The sparkling water infused with CBD will come in two options: ‘Pure’, an unflavoured version and ‘Waikiki’, with lychee and papaya flavours.
More flavours will be rolled out in the coming months, including grapefruit and lime, orange and pineapple and turmeric and ginger variants. The upcoming distinct flavours are an indicative of how consumers are willing to try out the new ingredient in the market. It also shows openness towards the different CBD infused options available to them.
Cirrus is also mindful of the concerns that surround healthy options, as the newly launched products are being marketed through the consumer market as more of a natural sort of beverage option.
Jason Santamaria, co-founder of Cirrus, said: “We enjoy products made with CBD and wanted to create something that is not only natural but has zero calories and tastes great. We’re excited for our community to grab a few cans and try something completely new.”
The health benefits of CBD include its anti-inflammatory properties which helps relieve pain, stress, anxiety and also reduce swelling. Though some people take it to treat short term ailments, many have been found using it to cure life threatening diseases like Cancer.
According to Mintel’s report, ‘The Future of Carbonated Soft Drinks:2019’, carbonated beverages may pose as the future of permissible treats for consumers. With the trending ingredient which claims high potential health benefits, CBD incorporated in such carbonated beverages could present a new space of functional indulgence for the sector.
This is also due to sugar taxes which are reshaping the industry currently. Many companies are coming up with their own line of CBD infused food and drinks options. Despite of the stringent regulations by the Food and Drug Administration, which says that CBD can only be used as a drug to treat two rare forms of epilepsy, companies and retailers continue to sell CBD infused edible products.
The FDA and FTC recently issued warning letters to 3 different companies for marketing their products infused with CBD as a cure for cancer and Alzheimer’s. The agency is yet to establish a regulatory framework for the use of CBD in food and drinks in May 2019.
Till then, the confusion remains intact whether selling CBD infused edibles is legal or not. There has been a major boom after the 420 on April 20th, a special occasion in the culture of marijuana, with respect to new CBD infused dishes.
While it may take up to a year or more to set firm rules and policies regarding the substance, companies have started exploiting the rule by creating products infused with CBD (edibles). From opulent restaurants to dainty little café to street shops, almost everyone is joining the CBD space to capture the consumer market and generate revenue while they can.