TRIP announces that it has had its best week of sales ever, after consumers show confidence in superior quality CBD. TRIP (www.drink-trip.com) is the 4th fastest growing private company in the UK (Sunday Times 100) and the UK's market leader in CBD products (with 88% market share of CBD drinks - Nielsen). 

Holland & Barrett today reinstate all CBD products, after a temporary pause last week following the FSA announcement. 

TRIP is distributed in 25,000 stores. While the FSA and Trading Standards confirmed publicly that there are no changes required to listings, product formulas, labelling or packaging; Holland & Barrett were the only retailer to temporarily put some TRIP beverage products on hold, this has now been lifted and all CBD products are available again.

TRIP are passionate about bringing the health benefits of CBD into the mainstream and destigmatising conversations around mental wellbeing, TRIP has always advocated for regulation of the industry and championed best in class compliance, supporting the FSA's work for consumer food safety.

WHAT DID THE FSA SAY?

Last week, the FSA updated its recommended daily guideline of 10mg CBD, reduced from the previous 70mg limit. TRIP fully supports the FSA's emphasis on food safety, while also highlighting that the guideline is based on the lowest grade of CBD assessed in a study of three CBD sources.

Independent third party studies conducted on TRIP's source of CBD, reviewed by the FSA, generates a safety limit of 105mg (equivalent to seven cans per day), this demonstrates the materially different level of safety and purity in TRIP's products.

Dr Julie Moltke, MD Medical CBD Practitioner, Researcher and Published Author

“It is most surprising that when the majority of the high-quality CBD datasets that have been made public were assessed, the three datasets analysed by the FSA appeared to have a significantly lower daily guideline. It can be useful to compare to the daily guideline in other countries that have legalised CBD for many years - In Canada the daily upper guideline is for 200 mg/day and in the Netherlands it is 160 mg/day. It is also worth noting that in the UK the NHS upper prescription guideline for Epidiolex, a synthetic CBD given to children and adults with epilepsy, is 1750mg/day for a 70kg person”

TRIP'S CONSUMER SUPPORT

The last week saw TRIP's best week of sales to date, showing consumer confidence in superior quality CBD (TRIP Drink Ltd. Value Sales w/e 15.10.23 Nielsen Retail, Online & On-premise). 

TRIP comment, “Following Mental Health Awareness Day (10th October) and after the FSA announcement TRIP had its best sales week ever with Britons continuing to choose TRIP CBD products to support their everyday wellbeing - having seen the benefits first hand over the past few years.”

MARKET LEADING PRODUCTS' CBD NOT INCLUDED IN FSA STUDY

TRIP is the CBD market leader with the top 7 best-selling CBD SKUs in the country over the last year (Source Nielsen Total Market Value Sales - 52 Weeks 03 June 23) and 88% of the CBD drinks market in the UK (Nielsen). The CBD in TRIP products wasn't included in the FSA's analysis, used as the basis of the announcement last week. 

TRIP comment, “Not all CBD is created equal. The FSA updated recommended daily guideline of 10mg CBD dosage is based on a study of 3 lower grade ingredient samples, which does not include TRIP's CBD.” 

Dr Antonia Orsi, Director of Toxicology, PhD, MRpharmS, UKRT, ERT, MRQA, CSci has confirmed the following of the CBD in TRIP products:

“The CBD tested was considered to have a no observed adverse effect level at 150mg/kg body weight/day by an independent testing facility. This equates to a provisional acceptable daily intake of 105mg.”

TRIP CBD SAFETY, RESEARCH AND MEDICAL GUIDANCE

Independent third party studies conducted on TRIP's source of CBD reviewed by the FSA, generates a safety limit of 105mg (equivalent to seven cans per day). This demonstrates the materially different level of purity in TRIP's products. 

RETAILER SUPPORT

TRIP is distributed in 25,000 stores. The FSA and Trading Standards have confirmed publicly that there are no changes required to listings, product formulas, labelling or packaging; TRIP is in complete compliance with this framework. 

TRIP comment “This message is echoed by TRIP's retailer partners, who have been overwhelmingly supportive, retailers are clear that TRIP is in full compliance with the regulation.” 

TRIP comment “We look forward to continuing to collaborate with retail partners and regulators to prioritise consumer safety and provide clarity for customers.”

“TRIP have pioneered CBD onto shelves and into homes nationwide with their CBD drinks making functional health accessible. We look forward to working closely with our valued partners and customer community on our mission.”

NOTES TO EDITORS

BACKGROUND INFORMATION

• Founded by ex-lawyer and husband and wife team, TRIP is the 4th fastest growing private business in the UK, published in the Sunday Times 100 2023 list 
• TRIP has the top 7 SKUs in the entire CBD market (Source: UK Total Market NielsenIQ - CBD Oil, Vitamins & Dietary Health, Sleeping Aids, Flavoured Carbonates, 52 Weeks (end 03-JUN-23), Value £.)
• TRIP CBD drinks now contribute more to £ growth of the Soft Drinks category than the whole categories Kombucha, Coconut Water, Natural Energy or Shots. TRIP has 88% market share of CBD drinks (Nielsen IQ Soft Drinks Category)

TRIP became the UK's fastest growing soft drinks brand earlier this year, and is now the first drinks brand to be in the Sunday Times 100 top 5 businesses. TRIP grew at a compound annual growth rate of +263% over the last three years. TRIP has been hailed as the “drink of the summer” by consumers and press, as demand for drinks to refresh and unwind during the heatwave saw sales spike. 

Fuelling this growth are significant and sustained changes in consumer behaviour.  NHS statistics show that younger people are increasingly reducing their alcohol consumption with 38% of 16-24 yr olds saying they 'haven't drunk in the past 12 months'.  At the same time 1 in 2 Gen Z have now tried a CBD drink as they seek to benefit from its calming effects without the hangover (Source: KAM Media and Drinkaware).  TRIP is capturing this trend and has been the brand to foster mass adoption of CBD as millions of people have their first experience of CBD with TRIP products. 

The other reason people are turning to TRIP is a renewed focus on mental health among the chaos of everyday life.  Managing day-to-day stress is increasingly front and centre of people's minds - the 'anxiety' hashtag has 29.7B views on TikTok.   TRIP went viral earlier this year with 50M impressions on TikTok & Instagram in January alone.  TRIP's highly engaged online community converts to offline sales as TRIP achieved 88% CBD market share*. Source: Nielsen IQ Soft Drinks Category. Viral content from brands like TRIP and Prime energy has resulted in cans flying off the shelves as their communities fuel intense demand.

TRIP has been a viral sensation, drawing in millions of fans, and attracting the most organic search traffic of any CBD Drinks brand globally (source: SEMRUSH) and has the most social following & engagement of any CBD brand globally on social media channels.