(MENAFN- Baystreet.ca) A new erain sports injury treatment, performance supplements and sports nutrition has arrived.Starting January 1, 2018, athletes around the world will be able to use CBD, for the firsttime in the history of competitive sports.
The World Anti-Doping Agency (WADA) justremoved hemp-derived cannabidiol (CBD) from its 2018 List of ProhibitedSubstances, freeing up athletes in the largest international athleticassociations in the world like the IOC and FIFA as well as major sports leagueslike UFC, NCAA, NFL, NBA, NHL, MLB, and many more to use CBD-infused productsas to treat pain and inflammation based disorders.
As WADA isa global governing body, now athletes around the world can use CBD to treatpain, inflammation and injuries, without the risk of league suspension or aloss of sponsors. Professional athletes around the world can now use Phivida's CBDinfused functional foods and natural health brands, free from WADArestrictions, for the first time in the history of competitive sports.
Cannabinoids have just got mainstream,starting with the major leagues. But it's investors, and CBD-infused infusedfunctional foods and natural health products brandsthat stand to benefit the most.
According toAllied Research , the global anti-Inflammatory therapeutics market is projected to top$106 Billion USD by 2020, dominated by OTC drugs like Ibuprofen($14.2 billion USD by 2022 ).The US opiate drug as anadditional$17.7 billion USD by 2021dominated by Oxycontin, Percocet and Vicodin.Both the NSAIDs and opiate markets aredominated by pain and inflammation pharmaceutical mogul Bayer ( BAYN.DE ), with a market capital of over $96billion.
Cannabidiol is widely studied as apowerful anti-inflammatory and was even part of aUS Department of Health patent applicationfor anti-oxidant and neuroprotectant properties.
RISING DEMAND FOR CBD-INFUSED PRODUCTS
Timing the market is vital for maximizinginvestment returns. There is no better example of fortunate timing than WADA's announcementcoinciding with the launch of PhividaHoldings Inc. 'sCBD-infused functional foods and natural healthproducts , and the filing of prospectus for aninitial public offering and an application to list its class A shares on theCanadian Securities Exchange (CSE).
As a premiere CBD brand, Phivida isperfectly positioned to capture a leadership market share in this emergingglobal natural health products market. The Phivida IPO offers investors withexposure to three major growth trends within a global health and wellness$1 Trillion USD in 2017.
Bloomberg predicts US cannabinoid productsas a$50 billion USD market by 2020 . Within the cannabinoids market, Phivida has createdits own unique products category - functional CBD edibles.
High Times magazine produces a top tenedibles list and this year six of them were cannabinoid infused beverages.Phivida specializes in the CBD beverages avoiding a saturated confectionarysoft drinks market with functional CBD iced teas, CBD protein shakes and CBDvitamin juices.
Health care practitioners, and now sportsmedicine professionals, and major nutraceutical distributors cite the paradigmshift from chemical based pharmaceuticals to phytonutraceuticals.
Supplements as a whole market isexploding, having gone from a$37 billion US estimate in 2015 , to an expectation of$220 billion globally by 2022 .
Nutrition Business Journal cites thetwo fastest growing categoriesas; meal replacements (14.8%) and sports nutrition(11.6%), two flagship CBD product lines at Phivida - both infused with a highdose of cannabidiol. Phivida's nanoencapsulationtechnology loads CBD into a protective, hydrophilic, liposomal membrane thatbonds better with cells. The result is a faster acting longerlasting absorption rates, with up to 400% more bioavailability and a timed releasefor enhanced duration in the bloodstream, and solubility.
Functional foods have surpassedtraditional food topping a$100 billion USD back in 2015 . The functional food industry is in the process of a massiveconsolidation as over$10 billion USD of new M & A dealswere completed in 2016 alone.
Major food companies are acquiring new organicand functional food brands at a staggering rate, lead by multi-nationalconglomerates such as Hains Celestial ( NASDAQ:HAIN ), PepsiCo ( NYSE:PEP ) and General Mills ( NYSE:GIS ).
It's no wonder that major retailers inboth the grocery sector, and the nutritional supplements space are champing atthe bit to grow their selection of products for consumers.
WADA's prohibition lift may be thecatalyst needed for supplement giant GNCHoldings Inc. ( NYSE:GNC ) to getits year back on track. Having fallen from over $20 to just over $8 within theyear, the ability to introduce new lines of nutritional supplements with painrelieving qualities could be a shot in the arm for GNC.
Whereas major grocery and pharmacy chains,such as Canadian retail giant LoblawCompanies Inc. ( TSX:L )( OTC:LBLCF ), which owns the well-establishedShoppers Drug Mart chain. Unlike GNC, which to-date has been reluctant to carryCBD products in-store, Shoppers Drug Mart has been very open about itswillingness to carryCBD and marijuana-related products on its shelves .
It's still to be determined when and ifthat same level of acceptance will be seen on the US side of the border. GNCcurrently doesn't carry any CBD-infused products, selling only hemp proteins asa remotely close cousin. Nor is CVSHealth Corporation ( NYSE:CVS ), yet.
Online mega-retailer Amazon.com Inc. ( NASDAQ:AMZN ) is already selling CBD products. On trackto hitthe very first $1 trillion valuation , Amazon is ahead of the curve on the blossoming CBDsector.
Whole Foods CEO John Mackey stated hewould support cannabinoid products sold in Wholefoods " if only the plant was legal to use and the localcommunity approved ."
Not only is CBD-Hemp Oil extractlegal under the Farm Bill, but WADA's new rules has the potential for a massivedemand from professional athletes, sports medicine practitioners andalternative health care practitioners and the everyday active health consciousconsumer. It looks like John might get his wish.
Plant-based supplements like CBD are nolonger limited to the estimated 17,500 licensed alternative health carepractitioners, as majority of supplements are now sold through big box FCMD(food, club, mass and drug) retail locations.
Walgreens, CVS and Walmart combined for atotal of 27,087 on-site pharmacists at 15,208 stores across the United States.With Amazon's acquisition of Wholefoods earlier this year, it's clear that themajors are looking to capitalize on the health-conscious consumer.
Now it's a matter of CBD's true marketinfiltration to take hold, and for producers to begin stocking only the best CBDinfused FFNHP formulations.
Primed and ready to supply these retailerswith timely product, Phivida boasts an entire line of CBD functional foods andnatural health products, doctor formulated for enhanced athletic performanceand everyday preventative health for active families.
INDUSTRY AND ORGANIC ADVANTAGE
Totally legal,and boasting a laundry list of health benefits , cannabidiol (CBD) is making waves through the foodand beverage industry in the form ofseveral new products .
So it's no wonder that any new producer ofCBD products will want to seek out the expertise of those already familiar withthe food and beverage industry.
Assembling an impressive array of talent,Phivida's management team is built to master not only its formulation, but alsoits branding and retail distribution.
Among the names on the company's deck areDirectors Bill Ciprick and James Bailey, who each come with decades of brandingand distribution experience for industry heavy-hitters, such as Proctor andGamble Health Care, and Red Bull Canada.
But for the consumer, the most importantaspect to consider beyond retail availability is that of the product's organic,whole-plant blends and formulations.
Phivida infuses full-spectrum CBD Hemp Oilextracts into special blends of functional foods and natural health products(FFNHP). All nanoencapsulated CBD used in Phivida's products is hemp-derivedfrom licensed hemp farms and federally legal and eligible for sale in anyretail channel.
The company's CBD-infused functionalbeverages are nanoencapsulated for enhanced bioavailability, and doctor-formulatedfor targeted outcomes. Phivida boasts quality-, and safety-tested products thatare cGMP manufactured to the highest quality assurance standards.
Phivida CBD Vitamin Drinks use certifiedorganic and plant-based ingredients. Phivida's CBD infusions are also vegan,gluten- and soy-free with no sugar added and contain at least 35% RDA ofVitamin B complex and Vitamin C.
Other key sports performance ingredientsinclude premium electrolyte replacements, glutamine for muscle, bone and jointrepair, resveratrol for added anti-oxidants, blended in an all-natural fruitand vegetable puree with no artificial colours or flavours added.
Former President of the BCCollege of Naturopaths, Dr. Brian Martin, states; "Phivida offers legal,clinical grade, CBD, third-party tested, and safe for practitioners to recommendto athletes and patients." Marijuana is federally illegal in the United States,but hemp provides a legal option for clinicians. WADA's new ruling now opensCBD to team physicians, physiotherapists, nutritionists and kinesiologists. "Phivida is ahigh-quality brand for athletes who need healthier, non-addictive treatmentsfor pain and inflammation," said Dr. Martin.
WADA's now-positive stance on CBDrepresents a great opportunity for Phivida. Competitive athletes in high-impactsports like football, hockey and mixed martial arts are often plagued with alifetime of debilitating physical injuries and mental health conditions.
Phivida's CBD infusions give athletes,their trainers, and medical staff a whole-plant nutraceutical alternative tohighly addictive opiate pharmaceuticals to treat chronic pain and inflammationfrom these injuries and afflictions.
ATHLETIC ENDORSEMENT
Earlier this year, theNew York Timespublished a neuropathology study that found that 99% of former NFLplayers tested positive for ChronicTraumatic Encephalopathy (CTE).The NFL supports the NFL Players Association's (NFLPA) study on the use ofcannabinoids to treat chronic pain inflammation based disorders, like CTE,according to aSports Illustrated articlepublished on August 1st, 2017.
The NFLPA was coincided by the launch oftheYour Mind Your Body Campaigndesigned to equip current and former players with thetools needed to achieve a healthy lifestyle, both physically and mentally andencourages an open dialogue on pressing health and safety issues, includingCTE, and mental health.
Use of cannabinoid-based alternatives toopiates is not a new issue for the NFL. Many former players have becomeadvocates for CBD as alternatives to narcotics, including former BaltimoreRaven Eugene Monroe, Denver Bronco Jake Plummer, Chicago Bear Jim McMahon, andRicky Williams who publicly stated a belief that " 60-70% of all NFL athletes use medicinal marijuana ".
Despite the fact that both the NFLPA and NFL endorse a study of marijuana asapotential pain-management tool , the NFL currently suspends players who test positivefor the drug and modified the threshold for a positive test for marijuana (i.e.THC). Finally, WADA's new adoption of CBD as an approved substance, gives theNFL and its players hope for immediate relief, without controversy.
Phivida's CBD-infused functional foods andnatural health products are formulated with a special blend of nutraceuticalsfor enhanced athletic performance, and infused with a therapeutic dose ofnanoencapsulated cannabidiol from hemp.
"This pain is never going away. Mybody is damaged," Eugene Monroe, 30, stated in a Washington Post article . "I have to manage it somehow. Managing it withpills was slowly killing me."
With the lift on the CBD ban, WADA isfinally taking sensible action on behalf of the athletes it is tasked toprotect.
"Cannabidiol is no longer prohibited,"WADA said, maintaining that THC will remain as a banned substance. WADA citedthe reason for the removal of cannabidiol from the banned list was because "itis not a cannabimimetic and does not mimic the effects of THC."
WADA further clarified: "THC is still aprohibited substance."
THC or tetrahydrocannabinol is thepsychotropic chemical compound in marijuana that contributes to euphoriceffects. Many CBD products on the market are marijuana derived and contain THC.
Purity levels in CBD-infused products willgive an industry advantage to those producers that can utilize the most CBD,without delivering any THC.
Phivida's nanoencapsulated CBD-Hemp Oilextracts, edibles and infusions, are federally legal, derived fromFarm-Bill-compliant farms, and are now 100% WADA-compliant sources forcannabidiol.As well, they're coming toa store near you.
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