The Genesis of Recess: A CBD-Infused Launch
When the sparkling beverage brand Recess first entered the market in October 2018, it quickly gained attention for its unique formula and aesthetic marketing. The initial product line consisted of flavored sparkling waters infused with 10 milligrams of broad-spectrum hemp extract, which contains CBD, along with adaptogens like American ginseng and L-theanine. The company’s marketing focused on capturing a feeling of being "calm, cool, collected," positioning the drink as a modern antidote to stress.
The Rise of CBD and Regulatory Challenges
The launch coincided with a burgeoning interest in CBD products, especially following the 2018 Farm Bill, which legalized hemp and its derivatives. Recess, with its pastel packaging and Instagram-friendly branding, became a major player in the functional beverage space. However, founder Ben Witte and his team soon faced significant hurdles related to the still-unclear regulatory environment surrounding CBD. These challenges included:
- Restricted Distribution: Major online retailers like Amazon and big-box stores were hesitant to carry products with CBD, severely limiting Recess's market reach.
- Marketing Limitations: Advertising platforms placed restrictions on running paid ads for CBD products, hindering the brand's promotional efforts.
- Navigating the “Wild West”: The lack of clear federal guidelines from the FDA created an uncertain landscape for CBD businesses, forcing companies like Recess to focus on compliance and quality amid numerous less scrupulous competitors.
The Pivot from CBD to Magnesium
To overcome these market constraints and expand its brand, Recess made a strategic decision to diversify its product portfolio. This led to a significant rebranding and the launch of new product lines that excluded CBD. The most notable new product was Recess Mood, a beverage infused with magnesium and other adaptogens. This reformulation was a pivotal moment for the company, allowing it to move beyond the limitations of the CBD market.
Why the Formula Changed
According to CEO Ben Witte, the pivot was a calculated move for growth and brand awareness. By removing CBD and replacing it with magnesium L-threonate, Recess could gain access to a much wider range of retailers and expand its online presence, including on platforms like Amazon. The company also launched a separate line of mocktails called Recess Zero Proof in 2023, catering to the booming non-alcoholic beverage market. This expansion allowed Recess to solidify its position as a relaxation and wellness brand, rather than being solely defined by the ingredient CBD.
Recess Today: What's in a Can Now?
Today's Recess Mood products are formulated to provide a similar sense of calm and collectedness without the hemp extract. The key ingredients now include a unique magnesium blend (magnesium L-threonate), L-theanine, and lemon balm. Magnesium L-threonate is known for its ability to cross the blood-brain barrier and support mood, while L-theanine and lemon balm are adaptogens that have been traditionally used to promote relaxation.
A Comparison: Original CBD vs. Modern Recess
| Feature | Original CBD Recess (Pre-2021) | Current Recess Mood (Post-2021) |
|---|---|---|
| Primary Functional Ingredient | Broad-spectrum hemp extract (CBD) | Magnesium L-threonate and Magnesium Ascorbate |
| Other Adaptogens | American Ginseng, L-theanine, and Lemon Balm | L-theanine, Lemon Balm |
| Availability | Restricted; not available on Amazon or large retailers | Wide availability on Amazon, major retailers, and online |
| Core Benefit | Promoted as stress relief and relaxation | Promoted as promoting relaxation and unwinding |
| Reason for Change | Regulatory limitations and distribution challenges | Strategic expansion and market access |
Conclusion: The CBD Legacy of Recess
While the answer to "Did Recess used to have CBD?" is a definitive yes, it's clear the brand has moved on. The initial product's success was instrumental in establishing Recess's brand identity, but its subsequent pivot was a savvy business decision driven by market access and regulatory hurdles. The company's legacy is a testament to the evolving nature of the functional beverage industry, demonstrating a successful shift from a trendy, restricted ingredient to a more mainstream, accessible formula. By focusing on the feeling rather than the component, Recess has continued to thrive, even as its formula has fundamentally changed.
Today, consumers seeking the original CBD experience will need to look elsewhere. But those who appreciate the brand's aesthetic and desire a non-CBD, magnesium-infused wellness drink can still find their favorite flavors in the current product line. For more on the brand's pivot and the business strategy behind it, see the article by Ad Age from November 2023 on their diversification beyond CBD.
