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MDR Brand Management unveils new CBD range with eve sleep

UK’s first high profile sleep CBD range follows on from success with gifting range in Boots over Christmas.

Following the successful launch of the ‘well slept’ gifting range in Boots over Christmas, MDR Brand Management has revealed that eve sleep is widening its strategic development for sleep wellness by launching the UK’s first high profile sleep CBD range.

The range initially consists of oil drops which will incorporate two CBD infused extracts – both renowned for aiding relaxation – and will be coming to market in Q2 2021.

With research commissioned by eve sleep revealing that nearly one in four UK adults admit that their quality of sleep is worse than ever as they are kept up by worries and the change in their routine, it’s no surprise that 27% of consumers feel lethargic and 23% feel sleepy from the moment they wake up.

The research also uncovered that the nation is struggling to switch off as 27% of the UK’s population are glued to their screens closer to bedtime, with a further 20% reading the news before bed, preventing them from winding down for sleep.

“The pressures of the pandemic have made wellbeing and good sleep an even bigger priority for us all,” commented Daniel Avener, ceo at MDR Brand Management. “Consumers are increasingly looking for natural, plant-based wellness and the CBD market is tipped to be one of the leading growth categories in 2021, turning consumer’s attention to its benefits.

“Sleep CBD is a strategic, innovative and important addition to eve’s growing portfolio of wellness lead products. More importantly, eve is a hugely trusted brand when it comes to sleep and has the equity and authority to be a leader in the sleep CBD industry.”

Cheryl Calverley, ceo at eve sleep, added: “At eve we are passionate about helping the nation sleep better, so they can rise and shine each morning. But the world has gone more than a bit crazy, and now more than ever it can take more than a comfortable bed to ease you into a soporific slumber.

“So over the past 12 months we have been expanding our product range, in particular, helping support and encourage our customers in introducing a moment of calm before bed. As such we are delighted to be partnering with an industry leader to develop our very own CBD range that can be easily incorporated into a bedtime routine, allowing the mind and body to switch off.”

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