Member Article

The CBD Drinks Brand Offering Added Function & Wellness | Profile of founder, Adam Feldheim

CBD may be the current buzzword in the UK food, drinks and wellness industries, however there is a growing trend to combine it with additional ingredients and one brand in particular which has gone one step further to offer consumers functional wellness benefits.

Adam Feldheim is the founder and CEO of functional wellness brand MEDAHUMAN, which he launched in early 2019. The drinks also include powerful adaptogens, nootropics, and nutrients - ingredients which are known to enhance the gut/brain connection, boost cognitive performance and help in reducing mental and physical stress.

A seasoned entrepreneur and investor, Adam has 20 years’ experience in corporate finance, global market research and business development. Prior to founding MEDAHUMAN, Adam was a family office investor, investing in a range of businesses in Europe and the Middle East. Previously, he worked for fifteen years in investment banking in New York and London at JP Morgan and Morgan Stanley. Adam started his career at a hedge fund focusing on the luxury and consumer products sectors.

Adam says, “Having worked in high pressure, fast-paced environments throughout my career and experiencing social burnout first hand, I was inspired to launch a consumable product that could add functional wellness into my daily routine.”

Following a visit to family in his native home of California, he discovered the benefits and potential of CBD and wanted to learn more about it. Overwhelmed by the sheer volume of products in the health market and confusing guidance on when and how to use them, Adam embarked on a mission with MEDAHUMAN to create a simple product which would be functional and refreshing, whilst nourishing and restoring balance to the body at the same time.

He identified a gap in the market, pairing CBD with adaptogens, nootropics and other nutrients to promote wellness and wellbeing. Focussing specifically on functionality and balance, each of the MEDAHUMAN wellness drinks are made up of a unique set of quality ingredients.

Each 250ml can features 20g of premium, broad-spectrum CBD crafted with natural ingredients for optimal absorption and work in synergy to support the body. There are five flavours in range which are: RECOVER, GLOW, RELAX, NIGHT and the newest, ENERGY.

Understanding that CBD, like all health supplements, is best consumed regularly to maximise its potential, he identified that a drink would be the ultimate consumable product and easiest way for people to add wellness into their daily routine.

Since MEDAHUMAN’s inception, Adam has worked alongside CBD experts and nutritionists with the aim to educate, influence and innovate in the functional wellness arena. The MEDAHUMAN range features six functional CBD wellness drinks and a low-alcohol MEDATINI, its take on the espresso martini which comes pre-mixed with premium vodka.

Currently the range is available online directly via MEDAHUMAN and in retail stockists including Amazon, Planet Organic, WH Smith, Holland & Barrett, Booths and Daylesford Organic. It is also served in some of London’s leading bars and restaurants including The Birley Group, The Ivy Collection, Chiltern Firehouse, The Arts Club, Park Chinois and Aqua Shard. MEDAHUMAN is made in the UK and is vegan, with fully recyclable packaging.

This was posted in Bdaily's Members' News section by Sarah Lloyd-Morrison .