WHY ARE CANNABIS

EDIBLES CREATING A

BUZZ?

• Bravura Foods is a leading specialist in vegan and

vegetarian brand distribution, sales & marketing.

• Established in 2011 with one brand, the company

has now grown to house 11 brands – 7 of which

are distributor brands, 4 of which are our own

brand

• We supply to the health food, multiple grocery,

convenience, drug store, pharmacy high street,

online, convenience, “horeca”(hotels-restaurants,

cafes), discount & export markets.

• Co Founders – Lisa Gawthorne & Karl Morris

BUSINESS BACKGROUND

HOME OF MULTIPLE AWARD WINNING PLANT BASED FOOD AND DRINK BRANDS

We represent leading and award winning vegan and vegetarian brands enriched by their intrinsic quality and focus on innovation. In addition to the brands that we

represent as a UK distributor, we also have our own brands (Free From Fellows and Peanut Hottie). We pride ourselves in being able to give all brands an equal share

of voice and a gold standard service in every departmental function that allows the brand to grow and develop successfully in the market with a long term approach.

Bravura Foods is passionate about providing exceptional vegan food and drink products from around the world. We bring strong innovation, exquisite taste and visual delights

with our portfolio of carefully selected brands.

Vision: THE FUTURE IS VEGAN…

Learning about CBD

LEARNING ABOUT

CBD

WHAT IS CBD?

Definition of Cannabidiol - CBD

• A crystalline, nonintoxicating cannabinoid

C21H30O2 found in cannabis and hemp

that is sometimes used medicinally-

Merriam Webster Dictionary

• NOTE: After THC, cannabidiol is the

second most prevalent cannabinoid in

cannabis

• CBD is legal in the UK There are a

multitude of claims around the

therapeutic benefits of CBD

• CBD is short for cannabidiol. It is the

active ingredient in cannabis that does

NOT get you high as it does not contain

THC (tetrahydrocannabinol).

CBD MARKET INTEL

The Grocers No.1Tip for

2019(05.01.19)

The CBD market will hit 22 billion globally by 2022

(Bright field Group)

According to Harris Active

Research60% of

consumers would buy a

CBD drink

The CBD UK Market has

gone from 0-£300m

In 3 years (The Times

19.08.19)

FoodBev Mag June 2019

CBD MARKET INTEL

CBD can easily slot into the $4.2 trillion global wellness

industry

UK set to follow the US Trends - like

Kombucha market

Grocer April 2019, Rolling Stone.com May 2019

CBD MARKET INTEL

WHY IS CBD SEEING SO MUCH GROWTH?

• Stress continues to be a huge

problem in society

• This also affects blood

pressure, sleep and

depression rates

• Alleviators: Medication,

fitness, herbs, CBD

• CBD has multi usage benefits

Liv Tyler has opened up

about her ongoing

battle with anxiety,

revealing that she

takes a daily dose of

CBD oil in order to

treat her nerves and

worry.Gwyneth Paltrow is

often credited with

popularizing (and

normalizing) CBD use

within the beauty and

wellness industries

POSITIVE ADVERTISEMENT& the buzz around CBD

CBD TRENDS

Vegan CBD-filled Oreos are the ultimate munchies treat

Ben & Jerry’s hopes to stay

incredibly on-brand with

CBD ice cream

• Large opportunity for UK

companies to enter the CBD

skincare market and follow in

the footsteps of the US market

• Products target multiple

consumers at multiple price

points

It is estimated that women in the UK spent £1.18 billion on facial skincare alone on 2018

Love Hemp, facemask-

£9.99

Holland & Barrett, CBD facial serum-

£19.99

Kloriscbd.com- “from £12”

BEAUTY & SKINCARE

Rodial, CBD sleep drops,

£85

The global market is now estimated to be worth $19.3bn (£15.5bn) - up from $6.9bn (£5.5bn) just five years ago.

• Vape UK introduced CBD products onto their website in 2017, they proved so popular that they developed a sister website called Vape UK CBD, purely to sell CBD vape products.

VAPE INDUSTRY

Starbuds

opened in June this year, in

Sheffield

HORECA

Yogland

Frozen yoghurt shop in west

London, which has

introduced a Hemp Matcha

flavour frozen yoghurt

containing CBD oil.

Farmacy

Farmacy is a venue which has

a whole menu and ethos

revolved around health. You

can now book an afternoon tea

which includes truffles infused

with CBD oil.

Maison Bab

Its drinks menu features a Gin

& Chronic, which mixes

Bombay Sapphire gin with

lemon and a dose of CBD oil.

• Three great popular mainstream flavours –Lemonade, Raspberry and Mango & Passionfruit

• 250ml slim line cans

• Very low sugar

• 15mg natural CBD in each can –full spectrum, THC free and not isolate

• Fully certified, EU compliant, British extracted and manufactured CBD

• 12 cans in a SRP fully recyclable box

• No artificial flavours

• No refined sugars

• Fully supported with Marketing, PR, Sampling and Social Media

• On trend with Millennials and generation Z

INTRODUCING: the leaf life

LAUNCHING A CBD DRINK

Background: Why a CDB Drink?

WHY A CBD DRINK?

The CBD category is very much on trend at the moment, with several

brands launching this year across formats. From snacking to RTD there’s

lots of opportunity to capitalise on the market.

We don’t believe that any of the competitors are doing RTD

successfully, and that we have the opportunity to carve a niche in

the market. We need to launch a brand that can be the original,

genuine and delicious leader.

• The main issue is assuring consumers

they wont get high

• We decided not to make the cannabis leaf

the hero but focus instead on promoting the

wellbeing benefits of CBD

• Its recognised it was key to be clear about

dosage which is why we have 15mg printed

on the front of each can

• As a business, we currently cannot make

any claims on pack, so clever use of wording

and visual language was key to guide

consumer to do some research about CBD

and what it can deliver

THE CHALLENGES OF MARKETING CBD

BRAND & DESIGN

• We specialise in the healthy

food and drink sectors.

• We launch, reposition and

refresh brands for success in

mainstream retail, on line or

on-trade

• We track changing

consumption occasions,

motivations and drivers of

purchase.

THE POWER OF BRANDING

• Design drives trial in store for new products

• It communicates your brand story

• Key brand messages can be delivered

effectively

• Design builds a connection with consumers

• Volvic L’Mon - National Listings –

Sainsbury, Tesco, Boots, Co-op - 15000

stores

• Heath & Heather Herbal Tea - 48%

increased in price per kilo

BACKGROUND

The competition seem to approach the

positioning from something that feels very

‘cannabis’ centric to Sprig who deliver CBD at a

very low level.

BACKGROUND

CONSUMER PROFILING

OUR CONSUMER

Based on our understanding of the shopper and buying behavioursThere are 3 core areas that capture the balance of who our target

consumer is, this manifests itself in our consumer profile.

60% Women40% Men

18 - 35 years oldEarly adopters

Semi professional,

disposable income

BRAND NAMINGconsumer test results

Leaf Life came out on top for general

popularity (picked in top 3)

Leaf Life had the

strongestoverall vote with 44%preference

56%females picked

leaf life

Leaf Life the name was put

into consumer testing in a group of ten possible names and

tested across 84 consumers

43%Males picked

leaf life

TAKE-OUT

• CBD has many benefits that are not claimable on pack, but subliminal messaging can

help

• CBD is layered with myth and confusion. Be clear about your proposition calming,

energising, focused

• Identify the barriers that may limit your audiences interest in CBD and address them

• Identify a ‘Brand Idea’ that reflects your benefits and can be used in all comms.

• Normalise CBD without overplaying the stereotypical ‘Cannabis Leaf’ visual

iconography

• Emphasis the natural ingredients of your CBD proposition

• Combine with well known ingredients to make your proposition accessible

• Leaf Life is being launched nationally in

2019

• On line and in independent health food

retail

• Shortlisted in the Best New Drinks Category

RESULTS