BROOKLYN (June 7, 2016) – LOFT, a Williamsburg, Brooklyn based hemp-infused beverage brand announced today that it will launch its line of first-to-market non-psychotropic, phytocannabinoid-rich ‘Hemp Infused Herb Tonics’ at the BEVNET LIVE New Product Showdown at Metropolitan West in New York June 14-15.
“LOFT was born out of a desire to offer the first ready-to-drink, healthful hemp-infused herb tonic to the beverage world and is on a mission to educate American consumers on the benefits of hemp derived phytocannabinoids and their implications in providing sustainable, natural solutions for enhanced wellness”, says co-founder Michael Christopher.
Fifteen early-stage beverage brands from around the world will present new beverage products to a panel of judges from Whole Foods, First Beverage Group, Coca Cola’s Venturing and Emerging Brands Unit, Powerplant Ventures and BEVNET editors. Past winners have included break-out brands like Tio Gazpacho, Health-Ade Kombucha and Grady’s Cold Brew. The competition provides a launching pad for disruptive beverage startups to leading beverage distributors, investors and strategic partners.
After two years of development, LOFT will launch three functional, hemp-infused herb tonics this summer in the New York/Tristate area, a region that boasts an addressable market of 23 million consumers with $1.56 trillion in GMP. With a focus on independent natural food, c-store, grocery, service, university and hospitality distribution channels, the company offers first-to-market hemp-infused beverages that celebrate the wellness benefits of non-psychotropic, phytocannabinoid-rich hemp extract, considered to be the ‘superfood of the next generation’ for its implications in enhancing mood, appetite, stress, sleep and memory via the human endocannabinoid system.
LOFT is also announcing its partnership with BeyondBrands, a conscious products collective of natural products industry pioneers that work with new and established brands in food, beverage, beauty, fashion and cannabis therapeutics to achieve “conscious brand” status. The partnership ensures sustainable approaches to production and corporate footprint while providing access to strategic growth opportunities, industry experts and best practices to become a trusted, national leader in healthful, smoke-free hemp-infused beverages.
LOFT was co-founded in 2015 by former Groupon, Inc. product development manager and legal cannabis entrepreneur, Michael Christopher, alongside natural products innovator and healthy beverage pioneer, Eric Schnell, also co-founder of Steaz, the nation’s largest fair trade, organic ready-to-drink tea brand. The company seeks to capitalize on the social acceptance of legal hemp and cannabis as a source of natural wellness and nutrition for everyday consumers in a nation where 27 states have passed legal hemp and cannabis reform. LOFT taps into a $6.7B legal hemp and cannabis market and a $150B non-alcoholic beverage marketplace driven by better-for-you alternatives to sugar-laden carbonated-soft-drinks.