While CBD infused products are still illegal to sell, there is a great interest in developing Cannabis based products as there is an overall deregulation trend worldwide. While awaiting FDA approval to sell CBD based products, several leading companies have already begun developing products.
For example, Coca Cola is cooperating with Aurora Cannabis, to develop CBD beverages, and Ben & Jerry’s developed CBD infused ice cream. Also, Mondelez (Milka, Oreo) is looking to launch a new CBD brand that is not positioned for all ages as its other brands are.
In beverages, the main focus is on CBD infused sparkling water, for example: Recess- sparkling water infused with hemp extract, claimed to provide clarity and balance offered in few flavors. Another sparkling water brand with CBD is Sweet Reason, promoting messages of relaxation and spa vibes.
In alcoholic beverages, local craft brewery Beerbazaar has partnered
with Kaneh-b start-up in order to launch CannaBrew in January 2020. CannaBrew is beer infused with CBD Terpenes, a completely legal substance in Israel. Globally, Constellation Brands has penetrated the cannabis industry by investing 3.8 billion dollars in the Canadian cannabis company Canopy, and Heineken has introduced Hi-Fi Hops in recent years. This is an alcohol-free beer made by Lagunitas, with both THC and CBD.
Moreover, hemp seed oil is sold in some local health stores. It is very small but a fast-growing market, commonly used for purposes such as cooking, pain relief, skin care and even more.