A CBD brand co-founded by Irish Dragons’ Den star Lady Chanelle McCoy, has secured dual validation from European Food Safety Authority and Food Standards Agency UK.
Pureis Ultra Pure CBD is stocked in selected pharmacies, as well as the likes of Boots and Holland & Barrett.
Over the course of 18 months and £1.5m in investment, the brand has undergone a full suite of clinical studies in the UK and Irish market to meet and satisfy the EFSA and FSA UK when CBD was classed as a ‘novel food’.
Lady Chanelle said: “From the beginning of this journey, it was vital to us that we brought products to market which were backed by clinical studies. This enabled us to give our customers the necessary reassurance that they are receiving, high quality, full certified CBD products.
“Novel Food Approval is a positive step in the right direction for breaking the stigma around CBD in the market. Only through industry taking the lead can this stigma be addressed. We are proud to be setting a benchmark for compliance.”
Co-founder Caroline Glynn added: “Around eight million people in the UK alone take CBD, these customers are searching for a legitimate, reputable CBD brand with the backing of clinical studies.
“We are incredibly proud to be that brand for many. Being stocked in retailers such as as Boots and Holland & Barrett, as well as multiple pharmacies, we are determined on creating more accessibility to our CBD products.”