A new CBD brand is looking to make its mark in the growing category with a focus on quality and transparency. The brand, impirica CBD is launching with a line of tinctures, capsules, soft gels, topical creams, a roll-on and a transdermal patch.
Executives at the company said they are focused on removing consumer skepticism and increasing confidence in the category, given a 2017 study that found 2-in-3 CBD products didn’t contain the amount of CBD touted on the label.
“There are three reasons why consumers will trust impirica as they try CBD for the first time,” said Michael Law, chief commercial officer of Impirica CBD. “First, impirica is made in an FDA-registered manufacturing facility that follows current Good Manufacturing Practices. Second, impirica has a straightforward and direct style of communicating with consumers. And lastly, impirica tests all of its finished goods batches with multiple tests from third-party laboratories to assure consumers that what's on the label is in the bottle.”
Law noted that the name of impirica CBD was chosen to connote testing, and it is looking to differentiate itself visually. “It doesn’t use the traditional category colors of browns and greens, and you won’t find a hemp leaf anywhere on the packaging,” Law said.
Currently, impirica only is available online through the company’s website. Law noted the company is seeking retail partners to expand consumer access.