The Dutch-based brand says a professional image, clear explanation of how they are using hemp, and transparency about the processes used will be key to helping consumers understand the product - and therefore central to the success of the brand.
The juices are available in Europe and launched in the US last month.
Marco Joosten, managing director, told BeverageDaily.com hemp contains vitamins, minerals and omega acids. Most importantly, it also contains cannabidiol (CBD) – an ingredient touted for medicinal effects.
However, it only contains trace amounts of tetrahydrocannabinol (THC), the active ingredient in marijuana. Different cannabis varieties are bred to have different levels of each substance.
The Cannabis sativa variety used by Sana is approved by the EU Directorate General for Health & Consumers.
Ingredients are flash frozen after harvesting, and packed in sachets. On opening, the product can be drunk pure with water or ice, or added to food.
Although the medicinal uses of cannabis are increasingly in the limelight, Joosten admitted that the association with cannabis can be challenging.
His answer is to tell the story of his brand, and the story from field to glass, to give consumers as much information as possible.
“What we are doing now: we are trying to create credibility for consumers with a new brand name, professional image, nice website with an explanation of what it is,” he said.
“We’re trying to be very transparent, with how we do the production for example. You can find us on YouTube, you can find us on the internet.”
The brand’s name – Sana – means ‘health’ in Latin. It has created videos to show consumers how the cannabis plant is processed and packaged.
“We have to advocate to consumers that hemp is not only used for cannabis, marijuana, smoking,” continued Joosten.
The brand does not make any health claims; but instead helps people find out more about CBD.