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Ben & Jerry's, the Vermont-based ice cream maker and known for its cannabis-inspired recipes, such as Half Baked and Dave Matthews Band Magic Brownies, announced Thursday that it will embark on the CBD movement – or that he wishes.
"You probably already know that we are fans of all things sensationalThe company said in a press release announcing its intention to produce CBD-based ice cream. "So it's not surprising that we are eager to enter the latest food trend: cannabidiol, or CBD."
CBD, a non-intoxicating cannabinoid that has shown promising results in the treatment of serious diseases such as epilepsy and autism, is experiencing a Cinderella moment. Long eclipsed by its psychoactive counterpart, THC, cannabidiol has exploded as a kind of superfood in recent years. It now appears in all kinds of consumer products, from seltzer to toothpick.
"We are determined to bring ice cream to the CBD in your freezer."
"We are doing this for our fans," said Matthew McCarthy, CEO of Ben & Jerry, in a statement. "We aspire to love our fans more than they love us and we want to give them what they are looking for in a fun way, in the manner of Ben & Jerry."
Do not go to the freezer corridor for now. Despite the recent federal legalization of hemp, the CBD remains a thorny legal issue. The United States Food and Drug Administration (FDA) currently prohibits it as a food or beverage additive.
So unlike Carl's Jr. and its CBD-infused burgers – sold for just one day in Colorado this year – Ben & Jerry's has not rushed its CBD treatment into the market.
Instead, he expects: "We are committed to bringing ice cream to the CBD in your freezer," said the company, "as soon as it is legalized at the federal level."
"Following a trend is not enough for us," the statement said. The FDA "has held a public hearing on the legalization of CBD foods and beverages on May 31, and we have submitted a comment to them in favor of legalization."
The announcement also includes a link allowing consumers to be heard, by filing a comment with the FDA as the agency looks into how to manage the DBC. This corresponds to society's previous activism in cannabis, such as its 4/20 call for criminal justice reform.
If you think it's a gimmick to pull from CBD's popularity of selling more ice cream, you may be right. But for now, Ben & Jerry's theoretical ice cream, impregnated with CBD, is also a nice way to encourage participation in cannabis reform.
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