A British drinks company specialising in CBD-infused beverages has achieved a monumental valuation, becoming a standout success story in the competitive beverage industry. Trip CBD has been valued at an impressive £228.5 million, cementing its status as a market leader.
The Rise of a Calming Beverage
Founded in 2019 by the husband-and-wife duo Olivia Ferdi and Dan Khoury, Trip was born from personal necessity. Dan was recovering from a severe football injury that threatened to disrupt their wedding plans. He turned to CBD, known for its potential anti-inflammatory properties, to aid his recovery. This experience inspired the couple to create a drink that was a far cry from the often unpleasant taste of traditional CBD oils.
Trip offers sparkling waters with sophisticated and delicious flavour combinations, such as lemon basil and blood orange rosemary. The key ingredient is cannabidiol (CBD), a legal and non-addictive compound derived from the cannabis plant. While users often report benefits like reduced anxiety, improved sleep, and pain relief, High Street products do not make these medical claims.
Celebrity Endorsements and Star Power
The brand's journey from a small startup, where the founders couldn't pay themselves a wage in the first year, to a £228.5 million company is largely attributed to its glitzy celebrity appeal. Trip quickly gained a reputation for its refreshing taste, attracting a host of high-profile fans.
Its star-studded list of supporters includes Victoria's Secret models Alessandra Ambrosio and Ashley Graham, singer Joe Jonas, and reality TV star Sophie Habboo. Alessandra Ambrosio has called the £1.50-per-can drink her "every day tipple," praising how it makes her feel "calm, balanced and grounded."
Sophie Habboo, a long-time fan, officially became an investor last year, describing the brand as a "game-changer" for bringing calm into busy days. Joe Jonas also promoted the brand's Wild Strawberry flavour in a popular TikTok video, further amplifying its reach.
Global Ambitions and Market Dominance
Trip's mission is to redefine relaxation and offer a reliable alternative to alcohol and sugary soft drinks. Despite a increasingly crowded market, Trip remains the forerunner. It is now sold in 50,000 stores, including every major UK retailer and most major retailers in the US, Holland, and France.
Following a recent funding round where the company raised $40 million, co-founder Olivia Ferdi stated their ultimate goal is to "make calm accessible to everyone, everywhere." She added that this investment will help accelerate the brand's growth and innovation, proving the world is ready for a new way to drink that prioritises mental wellbeing.
This valuation makes Trip the most valuable British-owned drinks company since Innocent Smoothies and Fever-Tree. It also stands as the world's most valuable beverage company led by a female CEO and founder. The brand's success is backed by a 2022 World Health Organisation report which suggested CBD could help treat symptoms of conditions like Alzheimer's, Parkinson's, arthritis, and cancer, adding scientific weight to the compound's growing popularity.
