One of the earliest adopters in stoner-focused marketing has pledged its commitment to make an actual marijuana product. Ben & Jerry’s, the storied ice cream company behind pothead-branded munchies such as Half Baked and Hazed and Confused, announced its intentions in a press release Thursday.
“You probably already know that we’re fans of all things groovy,” the press release read. “So it’s no surprise that we can’t wait to get into the latest food trend: cannabidiol, or CBD.”
CBD isn’t only the latest food trend, but possibly the biggest. In case you’ve been living under a rock, is now available in everything from mocktails to coffee to fine dining to Carl’s Jr.’s burgers.
Ben & Jerry are clear, however, that they want to do more than just capitalize on what’s hot in brand marketing. “Just chasing a trend isn’t quite enough for us,” they said.
Though the merry ice cream makers have announced their interest, they’re not actually making any CBD ice cream just yet. Instead, they’re waiting, sensibly enough, for it to actually be legal.
“We are committed to bringing CBD-infused ice cream to your freezer,” the company said, “as soon as it’s legalized at the federal level.”
Though hemp-based CBD is sort of legal after last year’s Farm Bill, the U.S. Food and Drug Administration does not currently allow for CBD in food and beverages. However, that might change soon. If not for noble reasons, then because there’s just too much god damn money in it (Miller Coors and Coca-Cola have both expressed interest in producing CBD beverages).
The FDA is currently looking into revising its CBD regulations and on Friday conducted a public hearing on the matter. Throughout the day, the agency heard from a wide myriad of groups, including MMJ patients, cannabis business assocations, doctors, the Grocery Manufacturers Association, toxicologists, NORML, and GW Pharmaceuticals.
Ben & Jerry’s also participated in the hearing. According to its statement, the company “submitted a comment to them in support of legalization.”
So, things could turn around fast, and if they the ice cream men say they will be ready.
“We’re doing this for our fans,” said Ben & Jerry’s CEO Matthew McCarthy. “We aspire to love our fans more than they love us and we want to give them what they’re looking for in a fun, Ben & Jerry’s way.”
Photo via Flickr user Andreanna Moya Photography