Recess is a one-year-old, New York-based startup whose product is a canned beverage containing CBD. While the brand has skyrocketed in popularity on social media, the company has been navigating unclear CBD regulations behind the scenes. Recess' Instagram has no shortage of vivid imagery: A cartoon Saturn dips into a warm periwinkle sea, three pink Recess cans spout octopus arms, and a creamsicle-colored Recess can crashes into the moon. "We canned a feeling," Recess founder and CEO Ben Witte told Business Insider.
How to Make a Millennial Feel Cozy in Just One Beverage
Ease, comfort, and pleasure are what millennials, those members of the high-anxiety “Doom Generation,” really want — and capitalism is into it. A new beverage called Recess is a case study in where those desires meet. Bubbles? Yes. CBD? Check. Sans-serif block font? Yeah! A knowing, nudging, creepily on-point Instagram presence? Obviously. Recess is a sparkling water infused with CBD (government name: cannabidiol), a nonintoxicating hemp extract that is said to act as a pain reliever, anti-anxiety, anti-inflammatory and chillifier. The drink also contains adaptogens, ephemera from the neverland of is-it-food-or-not that are supposed to reduce stress and improve memory, focus and immunity. Their efficacy is without definitive evidence, but both CBD and adaptogens are decidedly a thing in functional health and wellness — and their marketing.