LIFESTYLE guru Martha Stewart has waded into the CBD world with a selection of gummies, gels and oils.
The 79-year-old multimillionaire has teamed up with Canopy Growth Corp to add her celebrity status and unique flavourings to a line-up aimed at older generations and even pets.
A veteran businesswoman, Stewart has thrown her hat into the ring with at least 3,000 CBD companies currently operating in the US, but Canopy Growth’s chief executive officer, David Klein, clearly sees an opportunity in the much-lauded celebrity’s name.
In fact, Klein has already predicted that America’s saturated CBD market could top $10 billion a year by the end of 2023, and he’s obviously banking on Martha Stewart’s personal brand cutting a generous slice of that cake.
A swathe of lines were launched on Friday including branded gummies with typically homely flavours like huckleberry and kumquat. Before Christmas, the company is set to launch its pet products – a market Klein has also predicted will deliver $600 million in annual sales.
Stewart’s input to the product has been extensive and stretched beyond producing flavours. It is understood she has also been a vociferous presence in marketing plans.
Announcing the launch of her products, Martha Stewart stressed she was keen to raise the quality bar in terms of taste and texture.
“I’ve found that CBD supplements are a simple way to enhance my own health and wellness, especially when it comes to managing the stresses of daily life,” she explained.
“I set out to create the most delicious CBD products on the market, drawing inspiration from some of my favourite recipes and flavour profiles from my greenhouse and gardens.
“My wellness gummies closely resemble the French confections, pâte de fruits, rather than the sticky, overly sweet versions you might find elsewhere.”