BRITISH CANNABIS™, a staple of the UK’s cannabis industry, has now cemented its position in the medical cannabis space with a range of strain-specific sublingual cannabis oils.
The company, which has historically focused on the CBD market, launched BRITISH CANNABIS™ Medicines (BCM) in June and has since launched a range of products aimed at providing patients with consistency, easily controllable self-dosing, and a rich terpene profile to ensure the benefits of the entourage effect.
Addressing a major gap in the market for UK patients, BCM hopes its products can help provide the cannabis-naive with a more attractive route into medication while shifting the dial away from the market’s reliance on cannabis flower.
“Our mission was to create a safer alternative. We understand that cannabis, like any treatment, has its pros and cons, but it’s generally a more reliable choice. To achieve this, we developed products appealing to both newcomers and experienced users familiar with flower,” Adam Windish, Chief Revenue Officer at BRITISH CANNABIS™, told Business of Cannabis. “With the guidance of Tom Whettem and the truly talented team of experts at BRITISH CANNABIS™, we created products that are not only effective but also cater to a wide range of patients.
“We selected eight specific strains with robust data backing their benefits, making them recognisable to doctors and legacy market enthusiasts. These strains cater to a variety of conditions.”
BRITISH CANNABIS™ Medicines
BRITISH CANNABIS™, which has established itself as a mainstay in cultivation, extraction and product development, opted to significantly expand its operations earlier this year.
With the launch of BCM, which it called a ‘significant leap forward’ for both the company and the UK’s market, BRITISH CANNABIS™ took aim at a particular niche.
Mr Windish explained: “I joined the BRITISH CANNABIS™ group in 2023, bringing my background in medicinal cannabis from working in countries worldwide where I ran my own clinic. As a patient myself, I was tasked with establishing a new company within the group: BRITISH CANNABIS™ Medicines. Our goal was to differentiate ourselves by offering more than just the existing products in the market.
“Our planning for this project began over a year ago, last October. Along the way, things evolved, but our goal remained the same: to do things correctly without rushing to market.”
Following the company’s previous focus on CBD, Mr Windish explained that the limitations of relying solely on this market, ‘especially given the UK government’s restrictive stance’, were becoming more apparent.
While the company will expand to flower and other applications in the future, its initial focus on oils came from observing typical patient journeys in the market.
“We observed that many patients begin with oils, but often don’t achieve desired outcomes. Doctors wanted to prescribe them, but patients weren’t seeing sufficient benefits. Our objective was to make oils more accessible and effective… We believe oils will be most beneficial for a wider audience, particularly cannabis-naive patients.”
New sublingual oils
In late August, following months of ‘extensive research and exploration’, BCM launched a range of eight new sublingual oils.
These eight specific strains were chosen due to their robust scientific data sets, which provide strong evidence of their efficacy for a variety of different conditions.
“My team and I travelled to various countries to determine the best approach and sourcing options. Although our farm in Portugal is dedicated to CBD production for non-medical products, we leveraged this experience to inform our medical product development. We visited numerous facilities worldwide, including in Thailand and Israel, to gain a deeper understanding of the industry.
“However, our ultimate goal was to create a truly British product. To achieve this, we partnered with CuraLeaf Laboratories, ensuring that every aspect of our product is ‘Made in the UK’”.
Additionally, the company sought to address another common issue, the prescription of 30ml bottles that either lasted too long or were too strong, hindering patients’ ability to practise proper titration (the process of adjusting the dosage of a substance to find the smallest effective dose that provides the desired therapeutic effect while minimising side effects).
“Precise dosing was a crucial factor in our decision-making process. To facilitate this, we provide two syringes with every bottle, enabling users to accurately titrate their dosage. This allows for a tailored approach, starting from as low as 2mg and adjusting up to 20mg or more, depending on the condition or prescription.
“Our solution offers a more affordable option, allowing patients to explore multiple strains throughout the day. As a patient myself, I’ve experienced the limitations of traditional THC/CBD ratios (e.g. 10:10 or 5:10). These ratios might be suitable for certain times of the day, but not others. Our approach empowers doctors to prescribe tailored blends, acknowledging that every patient is unique.”
Another key consideration was the use of full-plant extracts, ensuring the oils retained their full terpene profiles, and helping deliver the entourage effect for users.
“This not only enhances efficacy but also ensures our oils taste as they should, reflecting the authentic flavour of each strain. The result is a more effective and enjoyable experience.”
According to Mr Windish, this strategy also helps improve bioavailability, particularly for pain patients who want a longer-lasting effect.
“While flower and vapes can provide immediate relief, our oils offer a more sustained experience. We’ve found that when held under the tongue for 10 minutes, our oils take effect relatively quickly due to their rich terpene content.
“This is a critical aspect, as terpenes enhance bioavailability. Unlike some extracts that omit terpenes, our full-plant extracts retain these essential compounds, leading to a more effective onset.”
Shifting consumer sentiment
While BCM is steadfast in its approach, Mr Windish acknowledges that oils ‘currently represent a small percentage of the market’, but expects this to begin shifting over time.
“This is precisely why we’ve focused on building a trusted brand, ensuring patients consistently receive high-quality products,” he continued.
“A primary concern in the oil market is inconsistency – even with the same brand, products can vary from one month to another. We’re committed to changing this narrative by delivering a reliable experience: what’s on the label is exactly what you get, every time.
“Looking ahead, I envision BRITISH CANNABIS™ playing a significant role in the industry’s transition towards oils. We’re well positioned to capitalise on this trend.”
