The 250ml canned drink, which launched in November 2018, has reached 1 million cans produced and to mark the occasion they have rejigged the formula to remove chemicals and colourings that were first introduced at the company’s inception.
The wellbeing brand, who have garnered much publicity and press since their launch, have removed chemicals such as aspartame and brilliant blue and replaced them with natural colourings and sugars in order to stay closer to their wellbeing ethos.
Although aspartame and brilliant blue are legal and used in many soft drinks throughout the world, Green Monkey’s CEO, Serge Davies, commented on the change in ingredients and the reasons behind the shift.
Explaining, Serge said, “We are constantly developing our drinks and our ingredients to offer the best tasting drink we can. Green Monkey was created as a wellbeing brand but when we started out we had issues with stability and also making sure we were under the limits of the sugar tax so we had to work with what we had as we wanted a distinct flavour and colour. A few of our customers contacted us asking whether we would remove the artificial colours and sugars and we have spent the last 9 months tinkering with the ingredients whilst trying to maintain the taste of the drink which people have really taken to. We now have substituted the artificial chemicals to natural ones such as sugar and chlorophyll and have managed to keep the taste whilst also ensuring that each can still contains fewer than 50 calories and is below the sugar tax. We have also made sure that the taste is constantly evolving and improving whilst still delivering 10mg of high-quality CBD in every can.
Commenting further, Serge spoke about the market’s reaction to the change. He added, “It’s actually where a lot of the big buyers in the market wanted us to be too. CBD is being seen as a wellbeing product although we make no medical claims, but they expect products to be true to their aims and using natural ingredients is what a lot of the feedback has included. We think we have got the balance right now and are very proud to have reached 1 million cans as it shows the demand for quality, premium products in the wellbeing and soft drinks market is there. Hopefully this million will be the first of many.”
To coincide with the milestone, Green Monkey have also signed larger retailers such as SPAR and Bargain Booze up to sell the product in the UK and they are already distributing their cans across Europe with a distributor in The Netherlands the latest country to sign a deal that will allow them to sell Green Monkey.
As well as soft drinks, Green Monkey also has a range of CBD products including balms, oils and capsules.
The UK market for CBD products is already set to be worth over £1 billion this year and according to the Cannabis Trade Association, the number of users is doubling every year (current estimate of 250k users) with some forecasts predicting the global market could reach £17.5 billion ($22 billion) in the next 5 years (Brightfield 2018).