Charlotte’s Web launches ReCreate brand

Brand targets Millennials, Gen Z through support for fitness.

Charlotte's Web Holdings, Inc. is expanding its portfolio with ReCreate, a brand for Millennials and GenZ with attractively priced broad-spectrum products.

With a focus on meeting the needs of younger consumers who value natural wellness solutions, ReCreate increases access to NSF-certified broad-spectrum CBD and functional botanical products.

"ReCreate by Charlotte's Web initially launching for sports and fitness represents the first step in its expansion into lifestyle cultural verticals," said CEO Jacques Tortorol. "The brand strategy is poised to capitalize on the growing trend of CBD-infused functional botanical wellness formulations for self-care and mental well-being among Millennials and GenZers, who make up approximately 47% of a multi-billion-dollar CBD market."

ReCreate aligns with the company's partnership with Major League Baseball and its innovation commitment to NSF Certified for Sport CBD products. Charlotte's Web plans to promote ReCreate products as part of its league sponsorship across MLB media platforms such as MLB.com & MLB Network, and at MLB Jewel Events including All-Star Week and the World Series presented by Capital One.

The brand will launch a CBD tincture on RecreateYou.com at the top of the baseball season and will release new product formulations and formats later this year. ReCreate products have secured early interest from leading retailers including Fresh Thyme and The Vitamin Shoppe, and will also be distributed through Southern Glazer's Wine & Spirits, to be introduced this fall.

"The shared ethos of Charlotte's Web and MLB's partnership recognizes the importance of an athlete's mental state in achieving greatness," said Jared Stanley, co-founder and COO of Charlotte's Web. "Through ReCreate's innovative products, professionals, fitness enthusiasts and novices can revolutionize their approach to sports by enhancing a calm and focused mind, while also helping to promote recovery, sleep, brain support, and energy."

ReCreate broad spectrum CBD extracts are derived from Charlotte's Web patented hemp cultivars. ReCreate's best-in-class formulations combine the benefits of whole-plant hemp extract with botanicals and other functional ingredients to help consumers achieve targeted experiences.

Alyse Thompson-Richards has held many positions with BNP Media, first serving as an intern at Candy Industry Magazine in summer 2012. She joined Candy Industry's staff full time as associate editor in August 2016 after a few years at newspapers in West-Central Illinois, becoming managing editor in March 2019. Alyse has also served on Cannabis Products Insider since March 2019. She has bachelor’s degrees in journalism and Spanish from Western Illinois University.