Dragon’s Den Star’s CBD brand has become the first in the world to receive dual validation

CBD brand Pureis, founded by award winning businessman woman and Irish Dragons’ Den star Lady Chanelle McCoy and Co-Founder Caroline Glynn, has become the first CBD company in the world to receive a Validated Novel Food Application from European Food Safety Authority (EFSA) and the Food Standards Agency UK (FSA).

Over the course of 18 months and £1.5 in million investment, Pureis, which is stocked across many pharmacies including Boots and Holland & Barrett stores, completed a full suite of clinical studies in the UK & Irish market to meet and satisfy the EFSA and FSA UK when CBD was classed as a ‘novel food’. This makes it the first food supplement in the world that has been clinically proven to be safe.

Pureis® is one of the few products on the market that guarantees 0% THC, meaning it does not cause a “high” and is not addictive. Due to its unique production method, the product has high levels of CBD with no intra batch variability, no toxins or pollutants, no terpenes, no heavy metals, no pesticides, and no insecticides.

The purpose of the Novel Food application, announced by The UK Food Standards Agency (FSA) in February 2020, was to ensure safety by way of clinical studies and compliance within the CBD industry so that consumers could have access to safe CBD and purchase products with confidence. Prior to the classification, the vagueness of the law gave way to an unregulated sector with issues of quality assurance, plant contamination and illegal levels THC amongst CBD companies.

The validation of Pureis’s dossier in the EU and the UK upholds the company’s position as leader in the market and goes beyond the industry standard. The brand wants to be the ‘grown-ups in the CBD food supplement space’, offering customers legitimate, certifiably safe and quality synthetic products backed by clinical studies. Commenting on the dual validation of their dossier, Chanelle Lady McCoy said:

“During a time when there is so much uncertainty, Pureis® CBD is here to cut through the noise. From the beginning of this journey, it was vital to us that we brought products to market which were backed by clinical studies. This enabled us to give our customers the necessary reassurance that they are receiving, high quality, full certified CBD products.

“Novel Food Approval is a positive step in the right direction for breaking the stigma around CBD in the market. Only through industry taking the lead can this stigma be addressed. We are proud to be setting a benchmark for compliance.”

Caroline Glynn, Co-Founder of Pureis® Ultra Pure CBD adds:

“Around 8 million people in the UK alone take CBD, these customers are searching for a legitimate, reputable CBD brand with the backing of clinical studies. We are incredibly proud to be that brand for many. Being stocked in retailers such as as Boots and Holland & Barrett, as well as multiple pharmacies, we are determined on creating more accessibility to our CBD products.

“While having clinical studies in place is necessary for Novel Food, we don’t intend to stop there. We will persist to generate more clinical data on the wonderful properties of CBD. With this in mind, we are continuing to invest in further efficacy studies in a range of clinical indications.”