Very few products can claim to have achieved the kind of fame cannabidiol has in the short time it has been mainstream. The US CBD market alone was estimated to be $1.3 billion in 2018, and it is expected to hit $23 billion by 2025. The compound is a potent and versatile medicine, and it has been found effective against a range of medical conditions from anxiety and high blood pressure to chronic pain.
UK lifestyle retailer Firebox is looking to cash in on the CBD craze through a completely novel and unique idea; CBD Christmas pudding. The £9.99 ($12.9) cake is 100% legal, and it is marketed as a ‘healthy and relaxing Christmas day dessert.’ The brand has a wide selection of CBD-infused products including cannabis After Right Chocolates, CBD gummy bears, CBD spreadable honey, cannabis vodka and gin.
Even though cannabidiol products are quite popular in the UK, prescriptions for medical cannabis are rarely given. The only people considered are children and adults with rare and severe epilepsies and adults with vomiting caused by chemotherapy. Even then, all other avenues of treatment have to be exhausted before medical cannabis is considered.
One thing people often get wrong about CBD is that it will get you ‘high.’ Cannabis has over 100 active cannabinoids, and THC (delta-9 tetrahydrocannabinol), the primary psychoactive agent, is what gives cannabis its famous high. Firebox makes sure the distinction is made, saying on their website, “don’t worry, you can’t get high, but it might make you feel chilled though.”
The UK CBD sector has been through quite a lot. Like the cannabidiol industry in the U.S., its unprecedented growth caught regulators off guard, and before they knew it, the market was flooded with thousands of products. Lab tests from the Center for Medical Cannabis (CMC) found that 62% of the UK high street products didn’t contain the amount of CBD promised on the label. One product going for a whopping £90 ($116.2) didn’t even have any CBD in it. According to the NHS, there’s no guarantee that the products available in the UK work or are of good quality.
The lifestyle retailer’s spokeswoman said that the CBD Christmas pudding is “made with fresh vine fruits, sweet currants, sultanas and raisins, and not forgetting the all-important CBD, this will be the most unique dessert you’ve ever tasted.” “The best part,” she says, “is that you don’t have to prepare it months in advance. Even the most conservative relatives won’t object to you getting a bit of the calming green stuff in this handmade pudding.”
As the holiday season sets in, experts are waiting to see what North American CBD firms like Hemptown USA and The Supreme Cannabis Company Inc. (TSX.V: FIRE) (OTCQX: SPRWF) will unveil for their customers.
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