PHARMA entrepreneur Chanelle Lady McCoy said she is “proud to be setting a benchmark for compliance”.
It comes after the Pureis food supplement she founded 18 months ago has become the first CBD product in the world to receive dual validation from both the European Food Safety Authority and the UK Food Standards Agency.
And the validation for Pureis - which contains zero THC, which has unwanted psychoactive effects and induces a 'high' associated with recreational cannabis use - ensures it will be able to penetrate new international markets.
The Food Standards Agency has given CBD companies a March 31 deadline to have a validated 'Novel Food' license application submitted otherwise they'd be removed from the UK market.
The purpose of the Novel Food application is to ensure safety by way of clinical studies and compliance within the CBD industry so consumers can have access to safe CBD and purchase products with confidence.
Over the course of 18 months Pureis invested more than £1.5 million to complete a full suite of clinical studies necessary to meet and satisfy the EFSA and FSA UK when CBD was classed as a ‘novel food’.
Lady McCoy said: “During a time when there is so much uncertainty, Pureis CBD has cut through the noise. It was vital we brought products to market which were backed by clinical studies, giving 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, and we are proud to be setting a benchmark for compliance.”
Pureis co-founder Caroline Glynn added: “Around 8 million people in the UK alone take CBD, and they are searching for a legitimate, reputable brand with the backing of clinical studies.
“We are incredibly proud to be that brand, and we are stocked in retailers such as as Boots and Holland & Barrett. But we don’t intend to stop there and have plans on the horizon for many more stockists by the end of 2021.”
