So it was only a matter of time that a powerful, international company would jump on the bandwagon and get involved with this huge movement.
Now it’s being reported that Coca-Cola is next to get involved as the soft drinks behemoth is said to be in ‘serious talks’ to develop a cannabis-infused bev.
According to the Metro, the Atlanta-based company, which owns over 500 brands including Sprite, Fanta and Costa Coffee, is in advanced discussions with Canadian company Aurora Cannabis.
It’s believed Coca-Cola is interested in developing refreshments that are infused with cannabidiol, commonly referred to as CBD, the non-psychoactive chemical found in marijuana plants.
Some companies have teamed up with cannabis producers to make drinks that will give drinkers a ‘buzz’ but Coca-Cola and Aurora would allegedly be developing something to ease inflammation, pain and cramping.
A source who has direct knowledge of these ‘talks’ told Bloomberg: “They’re pretty advanced down the path. It’s going to be more of the ‘recovery drink’ category.”
Kent Landers, a spokesman from Coca-Cola, declined to comment about Aurora.
However, he added in an emailed statement to BNN Bloomberg: “Along with many others in the beverage industry, we are closely watching the growth of non-psychoactive CBD as an ingredient in functional wellness beverages around the world. The space is evolving quickly. No decisions have been made at this time.”
According to the Metro, Aurora Cannabis is Canada’s third biggest producer of the substance and the company confirmed it was in talks with Coca-Cola concerning cannabis infused drinks.
Back in June, Canada became the second country in the world to legalise recreational marijuana.
The law makes Canada the second country to have a nationwide, legal marijuana market, after Uruguay.
Canadian Prime Minister Justin Trudeau had made legalising recreational use of cannabis part of his 2015 election campaign, arguing the new law would keep the drug out of the hands of underage users and reduce related crime.
Mr Trudeau posted on Twitter after the decision was made, saying: “It’s been too easy for our kids to get marijuana – and for criminals to reap the profits. Today, we change that. Our plan to legalize & regulate marijuana just passed the Senate. #PromiseKept.”