Cannabidiol- it’s a compound found in cannabis that has significant medical benefits. By Chloe has just launched a range of cakes and brownies and treats called ‘Feelz’ that are infused with it.
Wait… ByChloe is selling weed? They know they’re not still in LA, right…?
They aren’t selling weed per se. The cakes contain CBD which is the non-psychoactive part of the cannabis plant. Unlike cannabis’ other main component THC it has no psychoactive properties, so customers who are expecting space cakes and hash brownies will be sorely disappointed.
Oh. So what’s the point, then?
CBD has been found to have medicinal properties that are useful for improving mood and relieving anxiety and pain. The beauty industry has been using it for ages as it has anti-acne properties. ByChloe co-founder Samantha Wasser says that she is a “big believer” in the benefits of CBD and its potential, and that after she launched a ‘Daily Hit’ CBD-infused brownie it was so successful that she was inspired to create the full line of items.
So are people are into it?
Absolutely. CBD is the new veganism, and counts the likes of Whoopi Goldberg, Jennifer Aniston, Mike Tyson and Willie Nelson among its fans. Despite the fact that the Feelz products are far more likely to get you fat than they are to get you high, the branding for the product campaign is undoubtedly geared towards the weed-smoking, hippie crowd. Spinning cookies with rainbow marijuana-shaped eyes, rainbow sprinkles and glittery weed leaves decorate the products. Oh, and there’s a peanut butter bone for dogs.
What kind of cakes are they?
There’s quite an impressive selection, including a pink rice krispie square; a brownie; cookies made crisps, pretzels, marshmallows and pecans; and a cake decorated entirely with Nerds sweets. They’re very Instagrammable, and very millennial
If CBD is so good for us, why aren’t other restaurants using it?
They are. Camilla Al-Fayed’s health-focused vegetarian restaurant Farmacy serves CBD mixed with flaxseed oil and grapefruit in a health shot syringe, and also uses it in some of its cocktails. Similarly, now-closed juice bar chain Rawligion used to sell a range of CBD-infused raw chocolates, telling customers that “the hemp plant is truly magical, and is the only plant in the world that actually feeds nutrients back into the soil as it grows. Don’t smoke!”