UK-based CBD brand Goodrays has secured its first listing in the food-to-go category.
A Passionfruit & Pomelo flavour from its CBD drinks range is now available in the new Waitrose Meal Deal, which launched last month. Each can contains 30mg of CBD – double the amount of its nearest competitor.
Goodrays, which launched in 2020, has proved popular with Waitrose shoppers and a recent launch of an exclusive mixed pack was most successful Goodrays CBD launch within a major supermarket. Founder Eoin Keenan puts this down to value per mg of CBD, and consumers wanting the best quality but also value.
He said: “Price point is everything right now for CBD brands. We’re sustaining growth by making our drinks the most cost-effective CBD drink on the market in terms of quality of CBD, as well as dosage per drink. 45% of consumers are entering the CBD category via drinks and navigating towards Goodrays due to its best-in-class efficacy. 54% of consumers are making CBD purchases based on ‘efficacy’ and they want to know they can get the full benefits of CBD without paying over the odds. Our ‘multiple moments’ ethos means we have designed a range that has options for every part of the consumers’ daily routine and we’re delighted Waitrose has stocked us in the meal deal as it means consumers can get a genuine moment of pause at lunchtime.”
The UK CBD industry is expected to be worth £1bn by 2025, and Goodrays is forecast to triple its revenue by the end of the next financial year.
NAM Implications:
- Can this be Waitrose’s route to shopper engagement?
- That said, all the right buttons are being pressed…
