CBD is a non-psychoactive cannabinoid derived from the cannabis plant and used for a variety of ailments  including anxiety, insomnia, pain relief and as an anti inflammatory. Its been a significant wellness trend in the US and its presence is building in the UK across a number of sectors including beauty and skincare as well as food and beverage.

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CBD is part of the wider trend of changing consumer attitudes and the legislative environment towards cannabis - a high growth industry in both the US and Canada. However, navigating the CBD market can be tricky as the variety of strengths, blends and price points brings with it consumer caution and confusion.

Trust and transparency will need to be part of any new start up's approach to this market to ensure integrity and quality of CBD used and high levels of customer service to help educate consumers on the best options for them.

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