The quintessential "Weed Mom" Martha Stewart has partnered with Canopy Growth Corp. in a joint bid to break into the CBD market in a sure bet that their curated flavors and her celebrity name will bring the ingredient to a new demographic.
Starting today, Canopy will offer Martha Stewart-branded CBD gummies in flavors ranging from kumquat to huckleberry, along with soft gels and oil drops, on its website. Later this year, Canopy will add a Stewart-branded line of CBD products for pets, a segment Canopy CEO David Klein sees reaching as much as $600 million in additional annual sales.
The products were developed with Stewart’s input on marketing and taste -- she sees the products as comparable to French confections “rather than the sticky, overly sweet versions you might find elsewhere.” The launch comes as her brand is being revived by consumers looking to improve their quality of life while stuck at home during quarantine.
Canopy says there’s still plenty of potential for CBD growth, estimating that while around 86% of Americans have heard of the product, only 18% have tried it. Stewart’s household name, meanwhile, should help attract more "Weed Moms" in the age range of 46 to 65.
Same as Stewart, Snoop Dogg and Seth Rogen (both of whom have their own brands in partnership with Canopy) attract the attention of people of all ages. This is, naturally, a well thought-out strategy for Canopy.
At launch, the Martha Stewart CBD product line includes:
1. Martha Stewart CBD 10mg Wellness Gummies in Citrus Medley (Meyer Lemon, Kumquat and Blood Orange flavors, 30 count)
2. Martha Stewart CBD 10mg Wellness Gummies in Berry Medley (Raspberry, Huckleberry and Black Raspberry flavors, 30 co
3. Martha Stewart CBD 25mg Softgels (Unflavored, 30 count) for $44.99
4. Martha Stewart CBD 750mg Oil Drops (Blood Orange, Meyer Lemon or Unflavored) for $44.99
For more information, or to purchase Martha Stewart CBD, visit launch.marthastewartcbd.com.