Although most Americans have now heard about CBD, many are confused and concerned about product quality. This is inhibiting trial in the category and holding back conversion into sales, according to the company.
In fact, a 2017 study by Johns Hopkins University found that two out of three CBD products on the shelf did not contain the amount of CBD reflected on the label. Furthermore, in 2018 and 2019, the FDA sent notices to a substantial number of CBD manufacturers advising them of serious concerns about product quality or egregious medical claims.
The impirica brand looks different than most CBD brands — the brand name itself connotes testing and trust, says Eagle Labs chief commercial officer Michael Law. “It doesn’t use the traditional category colors of browns and greens, and you won’t find a hemp leaf anywhere on the packaging.”
There are three reasons why consumers will trust impirica as first-time CBD users, he adds. First off, it is made in an FDA registered manufacturing facility that follows current Good Manufacturing Practices. Secondly, it has a straightforward and direct style of communicating with consumers. Thirdly, Eagle Labs tests all finished goods batches with multiple tests from third-party laboratories to assure consumers that what’s on the label is in the bottle.
The line is launching with tinctures, capsules, soft gels, topical skin creams, a roll-on, and a transdermal patch. It will initially only be available online but will be seeking strategic retail partners to expand consumer access.