US CBD and wellness label Elixinol has entered into an exclusive trademark and knowhow licence agreement with CBD Health Foods, trading as British Cannabis, to access the lucrative UK CBD market.
The deal, inked between Elixinol Wellness Pty Ltd’s Australian subsidiary Elixinol Wellness Limited and CBD Health Foods, will enable the Colorado-based company to continue to be distributed in the UK, while handing over the operations and associated costs to British Cannabis.
Earlier this year, due to the complex regulatory environment in the UK, Elixinol took the decision to cease trading in the UK and EU markets and move to an indirect market model by seeking a licensing partner.
By appointing British Cannabis as its UK manufacturer and distributor of Elixinol-branded products in the UK for a three-year term, the brand said it hopes to improve revenues and build on its ten-year legacy.
According to British Cannabis, Elixinol products will continue to trade in the UK in tandem with its existing portfolio; it said it remains dedicated to providing compliant, Novel Foods registered CBD products.
Oliver Horn, the CEO of Elixinol, commented: “We are delighted about our partnership with British Cannabis, who are the most established manufacturer and distributor of branded and white label CBD products in the UK.
“British Cannabis’ Canabidol brand is widely distributed in UK pharmacies, demonstrating the company’s credentials and capabilities to build brands in sophisticated retail channels.”
He added: “British Cannabis’ manufacturing capability also allows us to manufacture Elixinol products in the UK and thus create a more efficient supply chain solution.
“Through the partnership with British Cannabis, UK consumers will now continue to be able to buy their favourite Elixinol products and we are very excited to see the brand continue following many years of building the brand.”
“It is an honour to be asked to continue the legacy of Elixinol here in our home market,” said British Cannabis CEO Tom Whettem.
“The prospect of a dynamic partnership between Australia’s leading global CBD range and the UK’s premier manufacturer has excited both myself and our leadership team.
“The ranges from the companies complement each other in several ways and continuing the legacy of Elixinol galvanises us.
“With the security of our Novel Foods dossiers, the potential to take this reinforced portfolio to market makes for a very solid proposition for retailers and provides the CBD supplements consumer with great choices.”
