TRIP’s CBD-infused drink
Provided by TRIP
By 2023, CBD will no longer be a coined word with a bad reputation in the UK. But just four years ago, in 2019, when TRIP, the UK's best-selling CBD brand, was launched, the story wasn't what it is now.
The brand has come a long way since then. According to the recently released NielsenIQ Soft Drinks Total Market Value Sales Report for February 2023, TRIP has grown by 522% in the past 12 months, making it the fastest growing soft drinks brand in the UK and leading the way for CBD. The market share is over 88%. TikTok and Instagram saw over 50 million impressions in January 2023 alone.
Co-founders Olivia Ferdy and Daniel Cooley, who have backgrounds in law and finance respectively, ditched their city jobs to become results-oriented after Cooley discovered the healing powers of CBD following an early recovery from depression. founded an unconventional business. Surgery for sports injuries.
Ferdi and Cooley realized there was a lack of high-quality CBD products on the market with a clean, Gen Z/Millennial, customer-friendly brand image that promoted health and joy by reducing stress. When we learned that such a product existed, we immediately started working on it. It is a huge community of consumers who crave the benefits of certain derivatives of cannabis. Eight months after the couple pooled their savings together, TRIP was officially born.
Olivia Feldy, TRIP Co-Founder
Christa Ji Photography
Co-founder of TRIP
Provided by TRIP
Since then, TRIP has brought millions of people their first CBD experience and today represents a new functional consumer category that did not previously exist. “We believe a large part of our success is due to our personal experiences that have guided us on this journey,” Ferdi says. She admits that she “never intended to leave law and go into business,” especially running a business with her husband — but the passion they felt through personal experience “was everything. It was something that encompassed everything.”
Ferdi and Cooley's bold move to jump ahead of the market and into an industry full of unknowns was due to the co-founders' personal journey and newness to the field of FMCG (Fast Moving Consumer Goods). , was guided by strong instincts. Our naivety has allowed us to be guided by our passion and mission, sometimes putting logic above all else. ” Shears-Feldi also reflected on what immediately happened in 2020, namely the global pandemic and its subsequent impact on the macro economy and people's perceptions of health and mental health, adding that TRIP's exponential He said it created a “perfect storm” that fostered and nurtured growth.
A large-scale study of the latest UK data shows that 16-25 year olds were the most likely to be abstinent in 2019, compared with the age group least likely to be abstinent (over 55s). 26% did not drink alcohol. 74 years old). With one in two Gen Zers having tried a CBD drink, demand for TRIP and the category it belongs to will only continue to soar.
Ferdi, who describes himself as a “big believer in connectivity and the process,” recalls many serendipitous moments in TRIP’s growth. “The most unexpected thing… was that the Queen was selling travel at Windsor House! The headline (Daily Mail) was saying people were buying TRIP in bulk, and I couldn't believe it. We didn't know we had it in stock until one Saturday morning when journalists from publishers all over the world called us for comment.'' Talk about unexpected publicity.
“There are so many incredible stories filled with unexpected people and moments that meaningfully shaped the brand into what it is today,” Ferdi added.
TRIP CBD Oil and TRIP CBD Infused Drinks
trip
Regarding the brand's core values, both Ferdi and Cooley agree: “TRIP believes in helping create moments of calm amidst the chaos of everyday life.” Having worked in stressful jobs in the past and struggled with anxiety like many working adults, the co-founders quickly recognized the importance of having space and time for themselves. “Without mental health, there is no true health.''
Even during the early growth stages of our business during the pandemic, TRIP has committed resources to launching campaigns around mental health awareness, encouraging conversations and eliminating the negative connotations associated with this once stigmatized topic. By eliminating, we continue to support our community. “As a brand owner, that's really important to me right now. With a team of 40 bright young people, I really want to make sure they feel supported as they grow in a fast-paced environment. Masu.”
TRIP, known for creating “Canned Calm,” also partnered with meditation app Calm to offer free membership to its customers. “This is really exciting for us, as an affordable £2 TRIP drink could be the first step to help someone think about their health and then potentially incorporate other tools into their daily life. We understand that it can be a conversation starter.”
TRIP co-founders Olivia Feldy and Daniel Cooley
Provided by TRIP
Ferdi and Cooley are leading a generation of young entrepreneurs with an entirely new way of thinking that has evolved far beyond the traditional Wall Street model. They are highly educated (both TRIP co-founders are Cambridge University graduates), confident in their choices, and motivated with a clear goal in mind: change, not profit. and ultimately values kindness and social responsibility as much, if not more, than many traditional societies. An indicator of what a successful business should look like. The couple, who work as business partners, are now “almost 24/7 together,” but that has been made possible because “TRIP…feels more like a fun and exciting passion project.” “From.”
“As such career-focused people, we not only understand each other's priorities and ambitions, but we also greatly admire each other, even though we still feel like college sweethearts.”
As for TRIP's next steps, Ferdi and Khoury are quick to respond, following the brand's recent high-profile partnerships in the U.S. and France. “While we created the category here in the UK and TRIP is sold in over 15,000 stores and accounts for 88% of the CBD drinks market share, it feels like we are just getting started. People are stressed every day, and every day can look a little different, and at TRIP we want to continue innovating and developing the perfect CBD product to help you manage stress wherever you need it, in a delicious and convenient way. Each experience of stress is equally valid, and we continue to create truly functional products that meet the needs of our communities as they evolve.”
TRIP's CBD oils and drinks are now available at www.drink-trip.com, via the Deliveroo app in the UK, and at Soho House worldwide in addition to other retailers and supermarkets.
