SōRSE Producers Series: BETR CBD

For our next installment in the Producer’s Series, we talk to Amy Pojunas, the founder of BETR CBD, which offers a product type pretty new to the infused cannabis space, CBD protein Bars.

In our Q&A, Amy shares her insights coming from 16 years in the food and beverage industry, how she was able to tap into her experience for new product creation, and how she was able to find a gap in the market for a new CBD infused product. 

Can you start by sharing your background with us and what inspired you to create BETR CBD?  

I began my career 16 years ago in the food and beverage industry, partnering with customers, like CPG manufacturers, to increase their speed to market, while providing value-added ingredients that consumers are seeking.  I’ve learned about the importance of consumer research, gained a deep understanding that taste is always king, and can attest to the need for strong business relationships to succeed in an ever-evolving industry, such as the food and beverage industry. 

My career supporting CPG manufacturers has inspired me to dive in – taking my ingredient knowledge to the next level, and developing a CBD protein bar.  I’ve used my knowledge and applied it to find a white space in the CBD market.  We’ve entered the category with the knowledge that our consumers are health conscious and are seeking added functionality in their protein bars.  Our CBD protein bars are crafted with 20 MG CBD, plant-based protein, 10 grams whole grains, and gluten-free.

What is the significance of BETR CBD’s name? 

When we were brainstorming names, we wanted our consumers to quickly relate to the importance of quality and commitment of CBD in our products.  Not only does the name BETR CBD give a nod to our partner, SŌRSE, it also embodies the essence of our brand, which is crafting BETR products for consumers, including CBD protein bars.  We want our consumers to be confident in what they are eating – our name begins that journey for our consumers.  The ingredients used include CBD, gluten-free oats, pea and hemp protein to name a few, 3rd party testing for every lot, and quality of our products are BETR.

What has working in food & beverage prepared you for when developing your own CPG health & wellness brand?  

I have been fortunate to work with global CPG brands that have disrupted the food and beverage market with innovative products and business models, causing significant shifts in the industry landscape.  Watching my customers launch new products in the market, share in their excitement, and build consumer trust has prepared me to do the same – build a brand that is relatable and that can be trusted.  

Did this experience impact your decisions when selecting suppliers, manufacturers, and other partners?  

Absolutely.  My knowledge in the industry guided supplier selection and partnerships that we know we can grow with.  We leaned on suppliers and partnerships to deepen our knowledge and improve our CBD protein bars.  Areas that we didn’t have in depth knowledge of, we vetted different companies to narrow into what was best for BETR CBD and our vision.  We have incredible partners, including SŌRSE, and will be announcing more partnerships in coming months! 

CBD beverages and gummies exploded onto the market – CBD Protein Bars seem long overdue, why do you think that is and why did you choose to enter the market with an infused protein bar?  

You’re right, CBD Protein Bars do seem long overdue.  We’re glad to hear you agree!  In the CBD beverage and gummy market there are several co-manufacturers identified who can support production using CBD.  Finding a co-manufacturer that has protein bar capabilities, was willing and able to work with CBD, and had GMP’s in place was very challenging.  We found the perfect match for BETR CBD that checked all our needs, including following GMP’s.  

We viewed the CBD market as a whole and identified CBD protein bars as a white space, then conducted primary research to begin validating the consumer need.  After we completed primary research and validated the idea, we began product development and ran production trials.  Market testing never truly ends, we can assure you of that.  As we continue to get to know our consumers’ needs, we will pivot and make adjustments.  It’s all about targeting your audience, then continuing to support their needs. 

Who do you envision the BETR CBD consumer to be? What Benefits do you hope they gain from consuming your product?  

We envision the BETR CBD consumer to be conscious of their health and wellness, both physically and mindfully.  Our consumers are seeking added nutrition and functional ingredients in the food and beverages they consume.  We have identified personas that our consumers can relate to like a weekend warrior, or a fitness enthusiast.  Our personas are seeking adventure and ways to fuel their passion.  As we say, our tasty bars are made for adventurers everywhere! 

How did you choose your flavor profiles?  

BETR CBD used both primary and secondary research to determine our flavor profiles.  BETR CBD conducted primary research with results showing 70% of our consumers prefer chocolate flavored protein bars.  In addition, secondary research from sources, like Innova Market, show chocolate is the #1 launched flavor in the snack bar category.  While traditional flavors dominate the bar segment, innovative flavors stand out more to consumers hence why we launched Chocolate Orange and Chocolate Raspberry.  We took a classic and added a twist.  The Chocolate Orange is a homage to where it all began – with my business partner during our MBA program at Syracuse University.  We hope Otto-the-Orange is proud!

How do you educate your consumers on cannabis and CBD?  

Education is extremely important in the ever evolving cannabis and CBD space.  On our website, www.betrcbd.com, we have an FAQ section where we have highlighted questions we are asked regularly by consumers, retailers, family and friends.  We aim to educate consumers through different channels including our website and through our social media platforms including Instagram and Facebook.  In addition, we plan for in person education via product tastings and events in the industry.

How did you find SŌRSE, and why did you choose SŌRSE’S emulsion solutions over other providers?  

Based on my experience in the food and beverage industry, I had a pulse on cannabinoid emulsion providers in the industry.  Several years ago, we attended our first online webinar hosted by SŌRSE.  We quickly realized the high level of dedication from the SŌRSE team to providing safe and quality cannabinoid emulsions, and willingness to support development.  We are proud to partner with SŌRSE, a reputable supplier and look forward to continuing our partnership for years to come.

What challenges have you faced thus far since launching?  

CBD protein bar options are limited.  We are in the innovator or early adopters phase of the product adoption lifecycle, due to both the use of CBD, and the finished product being a CBD protein bar.  In addition, there is a gap of knowledge that continues to be addressed by brands and suppliers of cannabinoids.  Education and awareness are key to the evolution of BETR CBD, and the CBD market.  We will continue to position BETR CBD as a source of education to overcome this challenge. 

Any big plans for BETR CBD in the coming months? What product offerings do you plan to develop in the future – RTM beverages, gummies, etc?

We’re excited for the opportunities we have encountered since launching in September, one of those being placed in Pop Up Grocer in NYC beginning in winter 2023.  Follow us on social media or join our mailing list to learn more about upcoming plans. 

What excites you most about being in this industry? What is your prediction for the cannabis-infused product space? 

What excites us most is the support and connectivity within the CBD industry, and the growth opportunity.  The industry is eager to support one another, making it a truly collaborative group.  We have found many brands and people in the industry that are willing to jump in and help, to chat through their successes and struggles, share do’s and don’ts.  We are confident in the growth opportunity within the CBD market and look forward to witnessing that growth as consumer awareness continues to build and CBD is adopted among consumers. 

Our prediction for the cannabis-infused product space is positive.  We believe there will be continued growth in the beverage category, introduction of new brands into the protein bar category, and beyond.  As consumer awareness builds and adoption of categories grows, we are sure to see the space explode.

Where can consumers find your products currently?  

Our CBD protein bars are available to consumers across all 50 states via our website at betrcbd.com. We are also developing partnerships with retailers like Pop Up Grocer in NYC and in other states such as Colorado, Maryland, and South Carolina, and beyond. If you would like to see our product in a store near you, feel free to connect with us directly at info@betrcbd.com.