Edible Arrangements Entering the CBD Field

The decision-makers of Edible Arrangements have recognized the opportunity of this growing market and are jumping on board with their line of CBD-infused edibles, Incredible Edibles.

CBD, cannabidiol, is the non-psychoactive compound naturally occurring in the cannabis sativa plant. Industrial hemp is used for CBD products, which has been grown with little to no THC, the psychoactive component of cannabis.

The CBD market has exploded over the past two years over the compounds supposed health and wellness benefits. It seems that any company with the potential to enter the industry has done so and Edible Arrangements has seized the opportunity.

Because the industry is still relatively new there is some confusion and negativity surrounding these products. There is currently little regulation by the FDA regarding the manufacturing and benefits of CBD products. A second reason the industry has gotten some backlash from the general public is confusion around how the product is derived.

It is vital to understand the difference between marijuana and hemp. Marijuana is a controlled substance that contains THC, the psychoactive component. Industrial hemp is not a controlled substance and is grown with 0.3 percent or less THC. The US Farm Bill passed in 2018 legalized industrial hemp for manufacturing CBD products with THC parameters of 0.3 percent or less.

Even with these two concerns, lack of regulation and confusion regarding the legality, the industry is still expected to reach $5 billion in 2019. CNN reported this growth as a 700% increase from CBD sales in 2018!

Edible Arrangements Marketing

Edible Arrangements has not skirted around the concerns, rather they have addressed them upfront through their marketing slogan, “Health, Not High.”  The company is communicating that its CBD infused edibles are designed to benefit consumer’s health with no concern for THC or psychoactive effects.

To give their customers extra confidence in their CBD infused edibles they have stated they use only CBD sourced from federally compliant industrial hemp. Their CBD is extracted from organic hemp and has been subjected to lab testing for potential contaminants, additives, and pesticides.

Going Public

At this point Edible’s Dallas selling Incredible Edibles, with expansion to 200 stores throughout the nation by the end of 2019. The product line will include smoothies and their famous chocolate-dipped fruit and bakery items. As Edible Arrangements steps into the CBD market, many other brands and segments are expected to follow into the new year.

The US Department of Agriculture (USDA) has recently stepped up and provided guidance to farmers growing industrial hemp for these CBD products. It is likely the Food and Drug Administration (FDA) will finally follow their example and bring stability and safety to this rapidly growing industry. This stability will likely lead to an increase in other food and wellness companies expanding into the industry.