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Grocery Chain Debuts Private Label Brand

Updated: Mar 15, 2019

Grocer Chain Fairway launches it’s own brand of hemp products. / Story: CBDFollow

Today we learned via Natalie Taylor / Winsight Grocery Business that East Coast grocery chain Fairway will be launching its own private label CBD brand called Essential Wellness. The line of cannabidiol products was launched on Jan 4th and includes 7 products to start:

oils, capsules, lotions and balms. According to Fairway all designed to “provide all-natural solutions for a healthier, less chemical-dependent life”. All products are non-GMO, kosher, gluten free and made in the U.S. Products are of a proprietary blend of essential oils and full spectrum CBD.

Fairway Markets are an American Grocery chain formed in 1933, mainly found in the New York area with 15 grocery stores and 4 liquor stores. The chain currently carries 80,000 products. Over the past two years “Fairway has carried other brands of CBD products before” said Jason Bidart -VP of private brand programs for Fairway. “In today's space, a lot of consumers are looking for holistic wellness. They're looking for less drug-dependent lives, so any way they can find something that's natural that can help with whether it's anxiety or stress or inflammation,” Bidart said. “We've always been known for being an innovative retailer and bringing things first to market. Our goal is to now become a destination for holistic healing and wellness items that you can't find anywhere else.

“We think we have a far superior product than what you find on the market elsewhere,” said Bidart. “We've invested a lot of time and energy and research in development with our partner, and we stand behind it, and we're in this for the long haul.”

Products will have a total CBD extract ranging of 250 to 500 milligram, all are below the .3% THC legal limit and will range in price from $45.99 to $59.99.

The complete lineup of Fairway’s Essential Wellness Full Spectrum Hemp products includes: 

• Hemp Balms, available in Unscented (250 milligrams) and Lavender Eucalyptus (400 milligrams) varieties.

• Hemp Lotions, available in Unscented (250 milligrams) and Uplifting (500 milligrams) varieties.

• Hemp Oil, available in Unflavored (250 milligrams) and Citrus (500 milligrams) varieties.

• Hemp Oil Capsules, available in a 30-count package (25 milligrams per capsule).

Fairway also plans to expand its line with more applications such as beverages, and also increase concentrations to 1,000 and 1,5000 milligrams.

“I think what's exciting about it is that it's now something that grocery retail can really get behind, not just in the wellness sets with vitamins and supplements, but it's also in the drink cooler,” Bidart said. “It's in the candy aisle. It's at the front registers, so it's something that is new. It's in the forefront of wellness, but it's also really exciting for the food portion of it, as well.”

Is this a further sign of acceptance for CBD in the marketplace? or is this bad news for smaller brands that are struggling to get their products out there? Could be both. Now is the time to get your brand in gear, in compliance, and brand strategy in place. Check out our new Business Directory page and contact us to get listed.

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