VAPOUROUND CBD MAGAZINE ISSUE ONE | Page 66

FEATURE FEATURE On the CBD scene: What do consumers want? Carl Boon of CBD Ultra dissects the market and explains how to appeal to consumers in an honest and compliant way. Manchester-based CBD Ultra became an industry leader by selling a range of products marketed with a transparent message emphasising the case for CBD. Last year, the company released High Flyer: a CBD-infused craft beer that gained traction in the mainstream press. With the spotlight on CBD, it’s time to unpack its potential. Getting to the top wasn’t easy, and CEO Carl Boon has some advice for start-ups, existing companies trying to get into CBD, and consumers who like to keep informed. A boom period is one of confusion and fast-paced developments but constant opportunity. So which CBD products are in demand now? “The most popular product is CBD drops,” Carl says. “Prior to our arrival, you only saw them promoted as a tincture. 66 VAPOUROUND CBD MAGAZINE You take it sub-lingually – beneath the tongue. It’s a standardised product; what people most associate with CBD. We called them as drops instead. Tincture doesn’t mean anything to most people, we simplified it for more recognition.” This was a symbolic moment for CBD: the market evolved beyond formal medical language, lining up with increased relatability and acceptance. CBD Ultra looked to trailblazers in the US, finding an oil the European market hadn’t seen yet. “We also sell a lot of oil syringes. We get our oil from Colorado, which is by far the best quality in the world. They’re years ahead of what we’re doing in Europe. It’s what we call a ‘golden oil.’ It’s like a treacle, a more pleasing taste than the darker, bitter one found in Europe, which is caused by excessive chlorophyll.”