For those who don’t remember (or weren’t born yet), Martha Stewart emerged into the public eye in the 1980s with books such as “Martha Stewart’s Pies and Tarts” and “Martha Stewart’s Secrets for Entertaining.”
Her fame skyrocketed in 1990, when she began publishing Martha Stewart Living magazine and later starred in her own television show. Her image was that of the New England upper crust. That’s changed a bit this past decade.
While her website remains a great place to get a recipe for pumpkin bread and one-pot chicken dinners, and she definitely still reigns as a domestic diva, the 79-year-old seems to become cooler as the years pass.
Now, she’s not only been on a television show with Snoop Dogg, she’s also releasing her own hemp-derived CBD supplements, including gummies, soft gels and oil drops. Stewart said in a news release that she’s offering products she actually uses herself.
“I’ve found that CBD supplements are a simple way to enhance my own health and wellness, especially when it comes to managing the stresses of daily life,” she said.
Inspired by French Confections
Stewart partnered with Canadian company Canopy Growth to create the product line. Stewart formulated the products using flavor profiles from some of her more popular recipes. For example, her gummies come in two flavors: Citrus Medley (Meyer Lemon, Kumquat and Blood Orange) and Berry Medley (Raspberry, Huckleberry, and Black Raspberry).
“My wellness gummies closely resemble the French confections, pâte de fruits, rather than the sticky, overly sweet versions you might find elsewhere,” Stewart said. “Created in collaboration with the top researchers and scientists at Canopy Growth, I am very proud of the end result: wellness gummies, oil drops and soft gels that taste as wonderful as they make you feel.”
At the launch in early September, other products available for purchase included Martha Stewart CBD 25mg Softgels (Unflavored) and Martha Stewart CBD 750mg Oil Drops (Blood Orange, Meyer Lemon or Unflavored).
A Crowded Cannabis Field
Stewart joins a cannabis industry already filled with celebrities. They include Willie Nelson, Melissa Etheridge, Tommy Chong and her co-star on “Martha and Snoop’s Potluck Dinner Party,” Snoop Dogg. His Leafs By Snoop brand is produced by Canopy Growth.
She joined Canopy in 2019 to develop cannabis products. More are expected later this year, including a line of products for pets. Snoop connected Stewart with Canopy Growth, introducing her to then-CEO Bruce Linton in 2018.
While the CBD market is crowded, Stewart brings a massive audience of readers from her magazine and website – an estimated 7.3 million people. Her fans are about 90 percent women, an important demographic as women increasingly are using cannabis products.
While Stewart might seem an unlikely choice for a cannabis brand, Canopy Growth CEO David Klein said the company chose to collaborate with Stewart because she is “someone who people turn to for advice on living well.”