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Cannabidiol (CBD) has become one of the most dynamic areas of innovation in food and drink, making its way into everything from wellness shots to infused snacks and premium beverages. Consumer demand shows little sign of slowing, but recent developments from the European Food Safety Authority (EFSA) threaten to complicate the path to market for brands. FoodBev's Leah Smith explores.

The rise of CBD in food and drink

CBD is a non-psychoactive compound found in cannabis and is legally available in many places around the world, including the UK. Often associated with relaxation, pain relief and anxiety reduction, CBD has gained traction as a functional ingredient, particularly among younger and health-conscious consumers.

Though its health benefits remain under debate among medical professionals and regulators, its wellness positioning has fuelled demand across multiple categories, from drinks and confectionery to functional gummies and supplements.

Perhaps one of the best-known CBD-infused product brands in the UK is the line of functional drinks from beverage brand Trip. Offering a line of CBD RTD cans, gummies and oils, the brand has partnered with mental health organisations such as Mind, positioning its products with a focus on a calming and high-quality experience.

However, despite strong consumer interest, CBD sits in a precarious regulatory position. The latest EFSA review highlights the challenges brands face in bringing products to market.

In a June 2025 update, EFSA’s panel on Nutrition, Novel Foods and Food Allergens issued a new assessment on CBD safety. The panel concluded that it could not confirm CBD’s safety in food and drink applications, citing concerns over potential liver damage and other systemic effects. As a result, all novel food applications for CBD under EFSA jurisdiction have been paused until existing ‘data gaps’ are addressed.

The panel has now recommended a benchmark safe daily intake of just 2mg for an average 70kg adult, a sharp reduction from the UK Food Standards Agency’s (FSA) guidance of 10mg. Both authorities, however, continue to advise against CBD use by children, pregnant individuals or people with pre-existing health conditions.

Regulation implications for brands

For producers, the new restrictions pose a serious hurdle. In the EU, EFSA’s centralised opinion informs regulation, but member states retain the power to set their own rules. France and Spain, for example, have suspended sales of CBD foods and supplements pending EFSA clearance.

Others have chosen to regulate CBD products under the same restrictions as those containing THC, the psychoactive cannabinoid chemical, the legal status of which varies across the world – it is legal and rising in popularity across some US states, but remains illegal in the UK and many other European countries. One US brand, Uncle Arnie’s, recently secured $7.5 million in funding to expand its THC beverage production. Its portfolio includes a line of 2.5mg and 10mg hemp-infused iced teas, lemonades and wellness shots.

In the UK, oversight falls to the FSA, which in August 2025 launched a consultation on three CBD novel food applications. If approved, these would mark the first legally authorised CBD-infused novel food products on British shelves. The consultation runs until November 2025 and comes with tight labelling and dosage restrictions.

The divergence between EU and UK approaches creates a challenging landscape for brands with cross-border ambitions. In the EU, the freeze on novel food approvals is likely to create a bottleneck for innovation, while the reduced safe daily intake threatens the viability of many existing formulations. In the UK, the higher 10mg guideline remains in place for now, but regulation is tightening and compliance demands are rising.

For the F&B sector, the message is clear: CBD remains a high-potential but high-risk ingredient. While consumer appetite is strong, the evolving regulatory environment means brands must weigh innovation against compliance costs and the risk of reformulation.

As EFSA’s stance develops and the FSA consultation concludes, the coming year will be critical in shaping the future of CBD in food and drink. As innovators continue to experiment with its use, it is vital that regulatory requirements should be carefully monitored and considered.