April 20th, (4/20), is considered an occasion for smoking or celebrating the smoking of marijuana or anything that has to do with the consumption of cannabis. Carl’s Jr. an American fast food restaurant chain popular in the South West and West Coast. The Company took to Twitter to reveal the Rocky Mountain High Cheese Burger, “4/20 only: We’re dropping our Rocky Mountain High Cheese Burger Delight with CBD-infused Santa Fe sauce at one Denver location only.
Mountain High: CheeseBurger Delight features two beef patties, pickled jalapenos, pepper jack cheese, waffle fries and then around 5mg of hemp-derived CBD extract in the burger chain’s Santa Fe Sauce. The burger will, of course, sell for $4.20, while Carl’s Jr. will have at least 1000 of them to sell. Denver, Colorado was the first US state to legalize marijuana, so it’s fitting that Carl’s Jr. uses the state to sell the first CBD-infused burger. Carl’s Jr. senior vice president of marketing, Patty Trevino, explains: “We are a West Coast brand. The states out in the West Coast have been the ones to really adopt and appreciate and be open to cannabis”.
Though the promotion is limited, it’s not a stunt. The burger chain is using the test to determine whether a CBD burger belongs on its permanent menu, said Patty Trevino, senior vice president of brand marketing for Carl’s Jr.
“It is something that feels right for the brand,” she told CNN Business. “We are all about innovation.”
In a CNN article
“CBD is an attractive new ingredient for companies, but they have to act carefully because regulation around use of the ingredient is ill-defined. Hemp was legalized nationally last year as part of the Farm Bill, but the Food & Drug Administration still hasn’t decided how to regulate CBD products. In a Marchinterview
with Brookings Institution, former FDA commissioner Scott Gottlieb said it could take several years before the agency fully legalizes CBD for use in food products and dietary supplements.
Starting small, in a market where cannabis regulation is ‘really strong,’ will allow Carl’s Jr. to figure out how to move forward. Testing CBD could give the company an edge over competitors because most of its locations are in Western states, where recreational cannabis is legal.”
The chain partnered with Bluebird Botanicals, a Colorado-based company that sells CBD oil and capsules, for the test.