Dispatches from the 2019 Winter Fancy Food Show

VIDEO: Hemp juice fuels Lumen's new superfood shots... ‘We’re not isolating or extracting anything’

By Elaine Watson

- Last updated on GMT

Launching online and in Erewhon and Lazy Acres stores in Los Angeles this month, Lumen hemp elixir is a HPP (high pressure processed) superfood shot with a 60-day shelf life featuring cold pressed hemp juice and on-trend ingredients such as ashwagandha and turmeric.

While much of the industry has been focusing on broad spectrum hemp extracts or isolated CBD (cannabidiol), Lumen​ is taking a different approach, said founder and CEO Jacob Freepons, who caught up with FoodNavigator-USA at the Specialty Food Association’s Winter Fancy Food Show​.

You’re not going to find anyone else juicing the plant in the same way, we use a patent pending process and we’re juicing the whole plant – all of the flowers, all of the leaves ​[but not the oily seeds]. What this does is really let us focus on getting more of those functional ingredients or benefits in their holistic form for the consumer – it’s juice, it’s the whole plant… very small amounts of CBD are in there, but not in its isolated form.

“We’re reclaiming hemp’s position as a superfood, we’re not isolating or extracting anything… Restore ​[one of the two SKUs] is really focused on bringing the deep nutritive qualities not just of hemp, but moringa, spiriulina and ashwagandha together to bring calm and peace, ideal for a nightcap at the end of the day…

“The immunity shot has bright lively flavors with ginger and turmeric that’s going to ​[give you] a lot of energy and vitamin C ​[20% DV].

Crowdfunding 

He added: “Given the legality ​[issues] around hemp, we were not able to buy any kind of marketing or facebook ads or anything like that which made it very difficult, but we just successfully completed a crowdfunding campaign on indiegogo.

“That allowed us to really bring it to the consumer and show that people wanted this product. Now with that completed we’ll be shipping to all of our consumers all over the US and then we’re going into our first two retailers, which are Erewhon and Lazy Acres in L.A.”

So where are retailers putting the 99% juice shots?

“The supplement folks really want it in their part of the store, and so do the grocery folks,"​ said Freepons, "so that's a great problem for us as they want us in both areas of the store so we're sometimes being showcased in both of them.”

lumen immune

Ingredients (immunity)​: Orange juice*, hemp juice, lemon juice*, freeze-dried ginger juice*, freeze-dried turmeric juice*, amla extract*, curcumin extract*, black pepper extract*

*organic

Lumen hemp elixir

 

Related news

Show more

Related products

show more

Zone In With Cognizin®

Zone In With Cognizin®

Content provided by Kyowa Hakko (US) | 08-Jul-2024 | White Paper

Did you know 53% of U.S. cognitive health consumers are interested in beverages for cognitive health?

11 Important Aspects of US Food Regulations

11 Important Aspects of US Food Regulations

Content provided by SGS Nutrasource | 25-Jun-2024 | White Paper

Are you navigating the complex world of regulatory affairs to ensure ingredient and product compliance? We are delighted to present our FAQ guide, reviewed...

Related suppliers

Follow us

Products

View more

Webinars