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BRAND SPOTLIGHTS

TRIP

In this brand spotlight we take a deep dive into TRIP. 

Category:  Adaptogenic Beverages

Trip

📖 BRAND OVERVIEW

TRIP offers CBD-infused soft drinks in flavours such as elderflower mint, cold-brew coffee and lemon basil. 

  • Founders Liv and Dan – wanted to create a product that tasted good and looked good.
  • Available in –  more than 15,000 stores in the UK. 
  • They were voted – the UK’s number 1 CBD brand and were named the 4th fastest growing company in the UK by the Sunday Times.
  • The brand is trying to educate – more people in the power of CBD and show its benefits.

🔍  LET’S GIVE SOME CONTEXT

  • Liv and Dan discovered CBD by accident – Dan had to have knee surgery just a few weeks before their wedding and they weren’t sure if he could walk down the aisle. They decided to try CBD to help him recover faster and found just how effectively it can work. 

  • After the wedding – (where Dan did walk down the aisle), they continued to use CBD every day, but found it didn’t taste great and didn’t have the most attractive packaging. 

  • Dan and Liv left their careers in finance and law – to launch TRIP, a CBD range of drinks and oils that taste and look good. Flavours include elderflower mint, peach ginger, cold-brew coffee and lemon basil. 

  • Now, they’re officially the UK’s number 1 CBD brand –  and have an 88% CBD market share (Source: Nielsen IQ Soft Drinks Category).
     
  • Their drinks are available – at some of the biggest supermarkets, including Sainsbury’s, Waitrose and ASDA, as well as other stores like Boots and Selfridges.

🏢  BEHIND THE SCENES

  • Headquarters: UK
  • Year founded: 2019
  • Employee count: 125
  • Investors: Maria Raga, Christian Angermeyer
  • Purchasing Options: Direct to consumer, retail

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Product range: A variety of CBD drinks, including sparkling water, still water, tea, juice, soda, and energy drinks. Each drink comes in a variety of flavours – including original, lemon, grapefruit, mango, pineapple, orange, cranberry, raspberry, blueberry, strawberry, ginger, and turmeric. They also offer CBD Oils and Dream Drops.
  • Innovation: High-quality and sustainable CBD drinks that are convenient, accessible, and inclusive
  • Target Audience: People who already take CBD, but are looking for a different way of doing so. Existing fizz-lovers, gym-goers, commuters, people in recovery from an accident or operation (like their co-founder, Dan)
  • Brand positioning: Functional wellness beverages that harness the power of CBD and adaptogens to help individuals relax and de-stress naturally

🧡 THIS GETS US EXCITED

  • CBD is another way people can unwind – before bed, get a better night’s sleep and deal with stress/anxiety. The most popular way to take it was orally, placing a couple of drops under your tongue,  but TRIP changed the game with their CBD-infused soft drinks.
  • TRIP has seen huge growth – and was named the 4th fastest growing company in the UK (Sunday Times’ 100 list, 2023). Their TikTok and Instagram channels received over 50 million impressions in January 2023 alone. 
  • They collaborated with – popular mindfulness and meditation app, Calm. As part of World Health Day, they offered a free Calm subscription to customers that made a purchase directly through their website.

  • TRIP ensures that all their CBD drinks and oils – don’t contain any THC (the part of cannabis that gives you a ‘high’). Their products are also gluten-free, palm-oil free and vegan.

🤔 POTENTIAL BRAND CHALLENGE

  • CBD education – not everyone is aware that there’s a difference between CBD and cannabis. There’s still a stigma around it. We feel that more people still need to be educated in CBD to understand how it works and its benefits.

 

  • CBD regulations – CBD isn’t legal in every country. It was made legal in the UK in 2018, however it is still illegal in many countries. There’s strict rules about how much cbd a drink can contain, which could limit the sales of TRIP.

🏁 SOME OF THEIR COMPETITION

 
 

🛒 WHERE TO FIND THEM

  • Direct to consumer –  with subscription options on the website.

 

  • Retail – from supermarkets such as Sainsbury’s and ASDA. Also available online from Amazon. 

⏭  WHAT’S NEXT?

  • TRIP wants to make the population – more knowledgeable about CBD. Their aim is to educate people and explain how CBD can help them in their everyday lives.

  • They want to produce a ‘perfect’ CBD product –  so they will continue to innovate and improve their drinks and oils. Even more impressive, they want to destigmatise conversations around mental health and get people talking more openly about anxiety, stress and depression.

🧢 MEET THEIR TEAM

All data is correct at time of writing. 

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