One of the UK’s leading CBD brands, Vitality CBD, has announced that they have submitted a Novel Food dossier, along with their raw material provider, for approval by the Food Standards Agency (FSA).
A deadline of the 31st of March 2021 has been set by the FSA for submission and validation of all CBD Novel Food applications. CBD products can remain on the shelves providing an existing CBD brand, which is defined as “on the market” prior to 13 February 2020, receives validation of its application dossier before the March deadline. Phase 2 for all brands will be when the FSA assesses the whole application and finally grants full authorisation.
Image | Vitality CBD
Vitality CBD, is one of the most widely distributed brands in UK retail, the company’s products are stocked in major retailers including Tesco, Boots, Lloyds Pharmacy, Sainsburys, Ocado and is listed on Amazon UK as part of its global trial of CBD.
Phillip Glyn, Commercial Director, commented: “It is important for ou trade customers and consumers alike, to know that Vitality CBD, together with our raw ingredient provider, are one of the first in the UK CBD industry to submit a Novel Food dossier, and are therefore leading the way in future compliance and regulation.”
CBD safety compliance
The FSA plans to use the Novel Food authorisation process to move the CBD industry toward clearer and more concise regulation, ensuring consumers are being provided with safer and higher quality CBD.
This will effectively end a period of uncertainty in the CBD industry, with some products being distributed to outlets without correct authorisation due to inconsistencies in defining how product quality and contents are communicated.
According to FSA CEO Emily Miles: “The CBD industry must provide more information about the safety and contents of these products to the regulator before 31 March 2021, or the products will be taken off the shelves”.
Vitality CBD is sure to welcome such regulation, even if it requires the submission of additional materials and further compliance measures. For such a reputable CBD brand, this move will help to legitimise their venture further, as consumers are guaranteed clarity surrounding the purpose, quality and contents of the products they are buying. This opportunity for CBD industry leaders to affirm the safety of their products, while also clarifying their purpose and content is likely to lead to even greater consumer confidence in CBD.
In many ways, Vitality CBD is ahead of the curve, already offering consumers the option to view the independent lab results of each batch of CBD contained in every product they retail. Vitality CBD’s marketing has always been focussed on consumer safety and product transparency, so these latest regulations are more likely to affirm Vitality’s already strong market position, rather than unsettle it.
FSA guidance
At the end of 2020 the FSA issued updated guidance aimed at helping the CBD industry prepare for the necessary elements of the Novel Food process.
In a statement issued by the Advisory Council for Novel Foods and Processes committee (ACNFP), who are an advisory committee to the FSA, key points relating to the data requirements for manufacturers making novel food applications were highlighted. These included:
- Relying on publicly available data will be insufficient for a novel foods dossier to be authorised
- Toxicology studies will be required
- A collective application will be accepted, provided the justification is appropriate
- Finished products will be required to have their own dossiers
Vitality CBD
Vitality CBD has recently undergone expansion. The team currently consists of around 35 individuals, who are reportedly given a full education on CBD, including the responsibilities of retailing it, as well as its history and chemistry.
Vitality CBD is completely UK owned, making it one of the true home-grown success stories of the UK CBD industry. However, due to the limitations of producing CBD in the UK, Vitality CBD sources its CBD from the US, specifically Colorado, a state that is world-renowned for its history of growing hemp for the CBD industry.
