CBD has risen in the ranks in the wellness industry as more people look for supplements to improve their well-being. The Bristol-based company, Amma Life, was one of the first cannabidiol (CBD) companies to emerge in the UK, and the first on the scene in Bristol nearly a decade ago.
Cannabidiol products do not make people high unlike the cannabis plant, but instead, offer an everyday supplement. Products are highly regulated in Britain and must contain no more than 0.1 (%) per cent THC, the psychoactive component in cannabis.
Industry analysts estimate the current annual value of the UK CBD industry in 2022 sits at around £700 million, according to the Centre for Medicinal Cannabis. It’s been growing rapidly in Britain in recent years but still has a long way to go against the US, for example, which has been selling CBD products for years and is a billion-dollar industry.
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Amma Life was co-founded by Sophia Ali and Kirk Thompson - who is commonly known on Bristol’s Drum & Bass scene as DJ Krust. The pair looked at launching their business at a time when it was a very different picture in the UK CBD industry.
In 2014, they were particularly interested in the CBD trend sweeping the US at the time. Although the plant was illegal in most states and the US were going down the route to decriminalise the plant for medical use. The co-founders could see a more direct way to make CBD available in the UK, due to differences in EU legislation around the plant’s components.
As long as only non-psychoactive cannabinoids were being extracted for use as food supplements, then this was a legal way to make CBD accessible to people in the UK immediately. Sophia has always been interested in the wellness field, having previously practised holistic therapies such as shiatsu, she has always been passionate to look for ways to empower people and their health.
She said: “At the time, there were no CBD companies in the UK or even in Europe. Only Israel and the US were ahead of the curve.
“What was unique about the UK and Europe was that the whole plant isn’t illegal, it’s just the psychoactive element, THC, where there are restrictions on how much can be included.”
They then formed a partnership with specialist farmers in the Netherlands in 2014. “We’re really proud to be one of the first CBD companies to launch in the UK, and the first in Bristol too.”
Amma Life turned over £1 million in 2019 through selling products including oils, teas, gummies and skin creams. Sophia went on to Female Entrepreneur of the Year (South West Business awards) in 2020 and was recognised for all the passion, energy and hard work that has gone into making Amma Life the success it is today. Amma Life stands out from the rest of the market through its hugely popular paste products, available from 1g to 10g measures.
“The paste is the unadulterated product before it’s mixed with any cannabinoid before it’s turned into CBD product. We used whole plant extract to make sure once it’s gone through extraction there is as little impact on the product as possible.”
It also sells patches, allowing 12-hour slow-release CBD. They distribute to a number of retailers in the UK, including many in Bristol, such as Better Food, The Social Bar and Radford Mill farm shop, alongside a thriving online store.
The company has always had to be creative when growing the business. Due to marketing restrictions, they’re unable to promote through Facebook or Google ads, but Sophia’s passion comes from the product.
Sophia continued: “Over the last few years, CBD has become more recognised as an everyday supplement and the consumer base has changed. There’s a drive for flavourless capsules and sweet gummies, which are popular, but we continue to have a strong following from people who love the paste.”
Despite the evolution of the industry, there is still some misinformation in the ether causing people to think the products will induce a psychoactive effect. “CBD itself is non-psychoactive and as a dedicated company we carry our third-party testing on all of our products to ensure that customers can be confident in the amount of CBD available in each product and ensure any trace elements of THC levels are within legal levels, and people know what they are taking. The hemp plant is nature’s gift, and it should be widely and safely available,” she added.
Sophia advised those wanting to purchase CBD to look for a reputable UK company with good reviews and proof that the products are regulated. A new rule came into force from the Food Standards Agency this year meaning that companies must have a novel food licence, but Amma Life is certainly used to changing legislation in the industry after so long in the business and are happy to have successfully got their Novel Food licence to keep providing its products to their customer base.
“We’ve learnt to roll with those changes and requirements. Definitely in the first few years of the business, it was really challenging. Because CBD was so new to the market, things were constantly changing.”
There have been changes to the recommended CBD daily allowances over the years that is set by the FSA, which would mean companies like Amma Life would have to tweak their products and labels. “Although it’s a new product, hemp has been around for so many years, it’s great that it is coming back into people’s consciousness and into regular use.”
Sophia believes the future is bright for CBD and the whole cannabis plant in the UK. Amma Life has ventured into the sports industry offering products for athletes and those recovering from high intensity training, showing the variety available in the industry.
“It’s a safe product. In the UK, we sell it to adults who are 18 years and older. But at any stage of life, whether you’re a student at university studying lots or you’re retired, there’s a place for CBD and taking it on a day-by-day basis.”
You can visit the Amma Life website for more information or follow @ammalifestyle on Facebook and Instagram.
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