is martha stewart’s cbd oil being offerred for sale

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Citrus sorbet or French-style confections with kumquat, huckleberry and Meyer lemon are some of the ways Martha Stewart fans can now consume CBD.

On September 10, the lifestyle guru launched her Martha Stewart CBD wellness line in partnership with Canada-based CBD company Canopy Growth Corporation. Sold online through Canopy’s site, the collection of flavored oils, softgels and gummies is very on-brand for Stewart. The products are inspired by French pâte de fruit as well as baked goods including blood-orange cheesecake, berries and cream tartlets. Stewart, at age 79, joins a growing number of CBD brands taking aim at the Boomer demographic.

“For Martha, I think one of the things she does for us most specifically, is give permission to people who are interested in the category, but also very intimidated,” said Sol Clahane, vp and U.S. managing director of Canopy Growth. The Martha Stewart branding helps to remove any stigma associated with CBD among older generations. She also conveys safety.

“With almost 3,000 [CBD] brands out there in the market, there’s a lot of bathtub concoctions that really give people pause,” said Clahane. “People trust Martha, and they trust her brand.”

Sales have “exceeded our expectations” since the launch, said Clahane, with Canopy having its largest sales day in the history of the company when a September 17 New York Times profile of Stewart’s lifestyle in quarantine while “ blissed out on CBD ” mentioning her brand went viral.

The brand’s target demographic of females between the ages of 45-65 encompasses both Boomers and Gen X, but Clahane noted that Stewart has been successful at resonating with a younger demographic in recent years, too.

“The fact of the matter is, she is probably one of the most iconic and hip people right now,” said Clahane. “Martha Stewart’s reach is way beyond her current targeted market description. I think she’s got great appeal.” This is thanks to a variety of factors, including her TV show “Martha & Snoop’s Potluck Dinner Party” with Snoop Dogg, who is credited with introducing her to Canopy in the first place. She has also had many viral social media moments over the years, with the most recent one in quarantine involving her “ thirst trap ” pool selfie. “She’s a rock star,” said Clahane.

Boomer interest in CBD is particularly on the rise, with a report by CBD Marketing finding in 2019 that Boomers post about CBD on social media just as often as millennials. Other celebrities in the demographic have also gotten on board with CBD. Willie Nelson and golf legend Greg Norman also have their own CBD brands, while Jane Fonda became a spokesperson for Uncle Bud’s in May. Stewart’s CBD brand joins a growing number of companies geared toward an affluent female demographic, as upscale CBD brands find a home on platforms like Fleur Marché, which sells products including gummies and skin care. Canopy also offers beauty products under its This Works brand in its portfolio. Martha Stewart CBD prices range from $35-$45 a bottle.

Surfside, a provider of advertising and data solutions focused on the cannabis industry, reports that the age group of 45-54 has the highest number of CBD consumers, followed by the 55-64 range. It also reported that a member of the 45+ age group is 39% more likely to be a CBD consumer than they were a year ago.

Martha Stewart’s lifestyle brand will be a significant platform for reaching this demographic, with plans to include CBD-focused lifestyle features such as recipes in her magazine. This is especially helpful as the older generation’s top social platform, Facebook, has regulations in place around advertising of CBD.

Martha Stewart CBD Goes Coast-To-Coast With First National Retail Expansion

All things 2020 considered, this year has been a good thing for Martha Stewart. From debuting a hit HGTV series and marking the 30th anniversary of her eponymous magazine to posting the perfect thirst trap and launching a CBD brand, life for the lifestyle legend is better than ever. Now, she’s taking Martha Stewart CBD coast-to-coast.

Martha Stewart CBD launched in partnership with Canopy Growth Corporation and Marquee Brands this . [+] fall and is now available nationwide at The Vitamin Shoppe.

Courtesy Canopy Growth Corporation

Canadian parent company Canopy Growth Corporation — a diversified, publicly-traded cannabis enterprise — recently announced The Vitamin Shoppe as Martha Stewart CBD’s first national retail partnership. Also developed in collaboration with Marquee Brands, which acquired the Martha Stewart brand portfolio in 2019, the complete collection of ingestible wellness products is on-shelf at over 580 “CBD HQ” locations of The Vitamin Shoppe and Super Supplements stores as well as online.

“When I created this new line of CBD products, it was important that the assortment be delicious and elegant, but also affordable and accessible,” Stewart, who’s remained extremely hands-on since the brand’s inception two years ago, shared in a statement. “It is easier than ever to treat yourself and your loved ones to the wellness benefits of CBD and my new gummy sampler, inspired by flavors from my garden, makes the perfect holiday gift this season.”

The Martha Stewart CBD offering includes a 15-flavor, 60-count sampler box, oil drops, softgels and gummies — all fittingly formulated in gourmet taste and inspired by Stewart’s favorite recipes and ingredients. Known for her beloved Chow Chows, Stewart also has cats, chickens, miniature donkeys, birds and horses among menageries scattered across her properties; a Martha Stewart CBD pet line is also coming in early 2021.

‘Tis the season for Martha Stewart CBD Wellness Gummies, which come in a special-edition, . [+] ready-to-gift sampler set and retails for $64.99.

Courtesy Canopy Growth Corporation

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During an editors’ roundtable upon the release of the brand in September, Stewart explained over Zoom that her gummies are the hero product of the line, but she prefers to consider them pâte de fruits — the fancier French confection typically served at the end of a meal. She cued Canopy Growth to infuse the hemp-derived CBD isolate treats with the same natural essences of the fruit she grows at home on her Bedford, New York farm including Meyer lemon, kumquat, blood orange, raspberry and huckleberry.

“Martha herself was in the first pitch meeting, by video, and she talked about her signature flavor inspirations. I knew she would bring something special to this category,” shared The Vitamin Shoppe CEO Sharon Leite. “Quality and expertise are two of our fixations, and Martha brings that to everything she does exceptionally well. We’re also committed to innovation, and the Canopy team delivered with this uniquely trusted brand and flavor-forward CBD formulations.”

Martha Stewart CBD Oil Drops are available in Meyer lemon, blood orange and unflavored with 750 . [+] milligrams of hemp-derived, CBD isolate per bottle.

Courtesy Canopy Growth Corporation

Originally adopting CBD in April 2019, The Vitamin Shoppe’s move into the industry signaled mainstream acknowledgement of the non-intoxicating cannabis plant compound as a health and wellness supplement. The first two brands to launch in stores were Irwin Naturals and Garden of Life. Currently, The Vitamin Shoppe offers over 20 brands of CBD products in formats including tinctures, capsules, topicals, beauty and on-the-go beverages. Last month, the Secaucus, New Jersey-based company launched its first proprietary CBD products under its Vthrive and plnt brands.

“The Vitamin Shoppe is one of the nation’s most recognized and trusted names when it comes to supplement retailers with convenient locations all over the country,” said Canopy Growth CEO David Klein. “We first introduced CBD products [with them] earlier this year, leveraging their impressive network of stores to launch our BioSteel sports nutrition and hydration products in the U.S. and are pleased to partner again to make Martha Stewart CBD more accessible to consumers across the U.S. at the height of this year’s holiday shopping season.”

Martha Stewart CBD Softgels were designed as a daily dose, each capsule containing 25 milligrams of . [+] hemp-derived CBD isolate.

Courtesy Canopy Growth Corporation

“It’s such an opportune time now [for Martha Stewart CBD] because of the horrible stresses that all of us have been under since March when our quarantine during this pandemic started,” Stewart added during the virtual event. “We’re all feeling stressed, we’re all feeling cooped up, we’re all feeling like, ‘what the heck is happening?!’ So this is a good time for a launch of products like this that can actually help relieve stress and promote a feeling of well-being without drugging you out.”