Trip has claimed its Mindful Blend range is now outselling its CBD-infused drinks.
Off-trade sales of Trip’s CBD-infused range were up by £1.7m year on year over the past 12 weeks [Northstar by Circana 12 w/e 14 June 2025], marginally more than the £1.6m added by its Mindful Blend lineup over the same period.
Were the latest 12-week figures to be extrapolated on an annualised basis, sales of Trip’s CBD drinks would amount to £21.3m, compared with £7.3m for Mindful Blend.
However, Trip revealed its bestselling SKUs in Sainsbury’s, Waitrose and Tesco were now all Mindful Blend products [Dunnhumby EPOS 12 w/e 5 July 2025].
Its new Mindful Blend Wild Strawberry flavour, meanwhile, has been the biggest carbonate drinks launch in 2025 so far in absolute RSV terms in both Sainsbury’s and Waitrose.
Mindful Blend would account for two-thirds of all Trip sales globally in 2025, the supplier predicted.
“We built Trip around a feeling – not just one ingredient – and Mindful Blend shows that consumers want drinks that help them feel better, naturally,” said Trip co-founder Olivia Ferdi.
Mindful Blend was introduced by Trip in April 2024. The drinks contain mushrooms and adaptogens lion’s mane, magnesium, ashwagandha and L-theanine, and are sold in retailers including Sainsbury’s, Waitrose, Tesco and Ocado.
Trip has always stressed the addition of Mindful Blend was unrelated to ongoing regulatory stasis surrounding CBD in the UK.
The Food Standards Authority is yet to fully authorise any CBD products for sale in the UK, and earlier this month encouraged brands to reformulate to below its recommended maximum acceptable daily intake of 10mg of CBD. Trip’s drinks currently contain 15mg of CBD per 250ml can.
Trip expects to generate revenues of more than $100m (£74m) this calendar year – as well as turning a profit.
The brand has raised more than £25m over a series of funding rounds in recent years, including a £5.6m equity investment agreed with The Equity Studio in December.
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