Chain Drug Review, March 16th, 2020

THE BUSINESS OF CBD CBD Products From Docklight Celebrate Bob Marley ly accepted we are ideally positioned in this emerging market Docklights distribution is being expanded through a deal with Hudson News which has extensive experience launching brands through its network particularly in the Northwest retail market Since signing the Hudson deal Docklight has added other regional and national distributors as well as retail chains which have created more avenues for accessing Marley Irisa and Goodship CBD products When consumers are in store it sometimes feels like a war of impulse purchases remarks Marano To really win consistent brand loyalty we have to give consumers a peek at what drives the brand Docklight uses its point of purchase promotional materials to tell the story of its brands and what it stands for Its a challenge given that we have three to five seconds of consumer attention focused on any given piece of promotional material We use compelling imagery and accessible calls to action to engage our consumers with our story which drives loyalty Marano learned from his Coca Cola experience that its all about the consumer I put huge weight on consumer trends I attend focus groups and tasting panels subscribe to syndicated data and keep a close eye on sales data I take every opportunity to meet with retailers face to face to understand what is driving their business I firmly believe that we have to collaborate closely with our retailer partners in order to make the best business decisions for all involved And finally I cant say enough about spending time in the retail channels if you arent out in the trade looking at whats changing and happening youre going to be left behind Eagle Labs Focuses on impirica for New CBD Users Eagle Labs expects to continue to gain traction with a focus on quality and testing The impirica brand will differentiate itself not just through innovation but also through earning consumer trust through testing One thing is very clear in this category The players that dont have a strong focus on quality and transparency will become footnotes in one of the biggest category growth stories in a long time SEATTLE The creation of Docklight Brands was inspired by the belief that cannabinoid infused products have the potential to generate an enormous amount of business while delivering positive lifestyle benefits to consumers Our goal is to be the leading cannabinoid CPG company says chief executive officer Damian Marano A former Coca Cola Co executive Marano says that just like Coca Cola Procter Gamble Co and Unilever were focused on creating brands consumers love and trust and distributing them to retailers around the world Analysts predict that CBD will be a 20 billion to 25 billion industry in the U S I think thats conservative says Marano We believe that lifestyle CBD brands and products are poised for explosive growth and the lifestyle CBD category will soon surpass the medical market for CBD Working with the family of international reggae icon Bob Marley Docklight has developed ST PETERSBURG Fla Eagle Labs is positioning its impirica brand as an entry point for the millions of consumers who havent yet purchased a CBD product By focusing on conveying consumer trust through testing impirica seeks to differentiate and cut through the clutter says Michael Law chief commercial officer of Eagle Labs In fact impirica created a seal called IV V2 which stands for Independently Verified and Validated 2 Times Each finished goods batch is sent out for a full set of testing at two independent laboratories Only when this testing verifies potency and safety do the finished goods get released for sale We believe that steps like this will help unlock consumer demand in the category and allow it to reach its true potential In the rush to satisfy consumer demand following passage of the 2018 Farm Bill enabling the cultivation and sale of industrial hemp extract some brands have given short shrift to testing and other quality controls that might alleviate concerns that make some consumers hesitant to try CBD Law says All impirica brand products are made by Eagle Labs an Food and Drug Administraa portfolio of consumer lifestyle CBD products to celebrate his life and legacy With three flavors of Marley Mellow Mood CBD tea two flavors of Marley CBD Wellness Shots four flavors of Marley CBD chocolates and five types of Marley CBD skin care the portfolio of Marley CBD products spans several zones at convenience retail which helps to reinforce the availability of CBD in the store The high quality CBD products are packaged in displayable cases at low price points for easy trial for first time CBD customers The Marley CBD Skincare initial product line includes CBD Aloe After Sun CBD Hand Cream CBD Lip Balm CBD Recovery Balm CBD Roll On Relief Docklight also believes that the nascent CBD lifestyle beverage market has enormous potential The vast majority of CBD brands available today have a medical look and feel comments Marano Docklight is focused on key consumer need states and has created lifestyle brands to address these needs This creates a separation for Docklight products from the masses of CBD entrants into the market Were using our teams expertise in marketing and branding these items to make them stand out from the crowd As CBD is becoming widetion registered manufacturing facility with a focus on quality and testing All products manufactured in this facility follow cGMP current Good Manufacturing Practices standards and have detailed batch records that are more consistent with making an over the counter product than a cosmetic or supplement Law says Eagle Labs takes pride in its focus on quality and testing and this has been a key differentiator for winning white label and private label manufacturing contracts Law says Eagle Labs has differentiated itself by being a turnkey solution for brands looking to enter the CBD category We offer every service from manufacturing to brand strategy graphic design packaging sourcing and fulfillment Any raw material supplier that wants to do business with Eagle Labs has to send in three separate batch samples for third party testing if they want to be a qualified vendor Law says its likely that those manufacturers unwilling or unable to invest in quality assurance and testing will fall by the wayside as more research based claims are developed Choosing manufacturing partners or branded partners is of utmost importance to anyone seeking longevity in this category he says 18 The Business of CBD March 16 2020