Elixinol decided in 2021 to cease trading in the U.K. and EU markets, and instead move to an indirect route to market by seeking a licensing partner in the U.K., a decision made based on the complex regulatory environment and Elixinol’s focus on profitability, the press release states. As such, it has entered into an exclusive Trademark & Know-How License Agreement with British Cannabis, which hands the U.K. operations and associated cost over to British Cannabis, while enabling the Elixinol brand to continue to be distributed in the U.K.
“We are delighted about our partnership with British Cannabis, which is the most established manufacturer and distributor of branded and white label CBD products in the U.K.,” commented Elixinol Global CEO, Oliver Horn, in the press release. “British Cannabis’ Canabidol™ brand is widely distributed in U.K. pharmacies, demonstrating the company’s credentials and capabilities to build brands in sophisticated retail channels. British Cannabis’ manufacturing capability also allows us to manufacture Elixinol products in the U.K. and thus create a more efficient supply chain solution. Through the partnership with British Cannabis, U.K. consumers will now continue to be able to buy their favorite Elixinol products, and we are very excited to see the brand continue following many years of building the brand.”
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The appointment of British Cannabis as the sole and exclusive Licensee of Elixinol-branded products in the U.K. is for a three-year term.“It is an honour to be asked to continue the legacy of Elixinol here in our home market,” said Tom Whettem, CEO of British Cannabis. “The prospect of a dynamic partnership between Australia’s leading global CBD range and the U.K.’s premier manufacturer has excited both myself and our leadership team. The ranges from the companies complement each other in several ways and continuing the legacy of Elixinol galvanizes us. With the security of our Novel Foods dossiers, the potential to take this reinforced portfolio to market makes for a very solid proposition for retailers and provides the CBD supplements consumer with great choices.”
