Taranaki-based honey brand Naki is to launch New Zealand’s first edible Cannabidiol (CBD) and Manuka honey blend.
But there’s a catch: due to New Zealand’s regulatory restrictions on edible CBD products Naki’s innovation has had to be researched, tested and produced offshore before being exported to markets across Asia, and foreign honey has had to be used.
“The current regulatory environment in New Zealand is not conducive to the development of CBD edibles,” said Derek Burchell-Burger, global market manager at Naki New Zealand. “At the same time we haven’t been able to import a sample nor travel overseas to the manufacturers and so we have used specialists in that market to refine the taste.”
Cannabidiol can be found in cannabis, having potential therapeutic value and little-to-no psychoactive properties.
Burchell-Burger said this is the first time the New Zealand family-owned company has not produced a honey product locally, but it was necessary to expedite its entry into market.
“The tight regulatory environment around CBD development in New Zealand has meant we are coming in quite late to the party,” he said.
The company is exporting the product across Asia, the US and Europe where it will be sold by distributors throughout China, South Korea and Japan.
“This Asian market model is more effective for us as they have established distribution networks, speak the lingo and can engage local celebrities and influencers to endorse our products,” he added.
“In Europe and the US we are much more hands-on at a retail level and will have one-on-one conversations with pharmacies, supermarkets and wellness outlets.”
Naki’s single-serve, snap pack product will cost $5.50 – $6.