Ben & Jerry’s ‘Can’t Wait’ to Make CBD-Infused Ice CreamBen AdlinMay 30, 2019
“You probably already know that we’re fans of all things groovy,” the company said in a press release announcing its plans to produce CBD-infused ice cream. “So it’s no surprise that we can’t wait to get into the latest food trend: cannabidiol, or CBD.”
CBD, a non-intoxicating cannabinoid that has shown promise in treating serious health conditions such as epilepsy and autism, is having a Cinderella moment. Long overshadowed by its psychoactive counterpart, THC, cannabidiol has exploded as a sort of superfood in recent years. It’s now showing up in all sorts of everyday consumer products, from seltzer to toothpicks.
“We are committed to bringing CBD-infused ice cream to your freezer.”
“We’re doing this for our fans,” Ben & Jerry’s CEO Matthew McCarthy said in a statement. “We aspire to love our fans more than they love us and we want to give them what they’re looking for in a fun, Ben & Jerry’s way.”
Don’t head for the freezer aisle just yet. Despite the recent federal legalization of hemp, CBD itself is still a thorny legal subject. The US Food and Drug Administration (FDA) currently prohibits it as an additive to food or beverages.
So unlike Carl’s Jr. and its CBD-infused burgers—sold for one day only in Colorado this year—Ben & Jerry’s isn’t rushing its CBD treat to market.
Instead, it’s waiting: “We are committed to bringing CBD-infused ice cream to your freezer,” the company says, “as soon as it’s legalized at the federal level.”
“Just chasing a trend isn’t quite enough for us,” the release continues. The FDA “set a public hearing on the legalization of CBD-infused foods and beverages for May 31st, and we’ve submitted a comment to them in support of legalization.”
The announcement also includes a link for consumers to make their own voices heard, by filing a comment with the FDA as the agency weighs how to handle CBD. It’s in keeping with the company’s past cannabis activism, such as its 4/20 call for criminal justice reform.
If you think this is a gimmick to piggyback on CBD’s popularity to sell more ice cream, well, you might be right. But for now, Ben & Jerry’s theoretical CBD-infused ice cream is also a palatable way to encourage participation in cannabis reform.