Vitality CBD ‘leading the way’ with novel food application

A UK CBD firm believes it is one of the first to submit its novel food application ahead of the March deadline. 

Birmingham-based Vitality CBD confirmed it has submitted its novel food dossier for Food Standards Authority (FSA) approval.

The brand is widely distributed in UK high street retailers, stocked in the likes of Tesco, Boots, Lloyds Pharmacy, Sainsburys, Ocado and is listed on Amazon UK as part of its global trial of CBD.

In tandem with its raw material supplier, the company has submitted its Novel Food application for validation of its wide range of ingestible CBD products, assuring customers that it is ‘leading the way’ in helping to create a more regulated industry.

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 before the 31 March deadline. 

In the meantime, no new brands are permitted to launch in the UK until they have completed their Novel Food application and received full Novel Foods authorisation.

Vitality, which recently expanded and sources its CBD from Colorado in the US, supports the FSA’s move to better define the responsibilities of CBD retailers towards customers. 

The company believes the new novel food guidance will end a ‘period of uncertainty’ and move the industry toward clearer and more concise regulation, ensuring consumers are provided with safer and higher quality CBD.

It expects the move will help to ‘legitimise its venture; and lead to greater consumer confidence in CBD.

Phillip Glyn, commercial director, commented: “It is important for our 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.”