This is just the latest in Casper’s efforts to expand beyond mattresses with the addition of sheets, pillows, dog beds, portable lamps and more. In a recent New York Times profile, the company said its goal is to become the “Nike of sleep,” with an ever-widening lineup of sleep-related products.
Casper may be feeling extra pressure to grow the business model since a recent funding round valued the company at $1.1 billion. And mattresses alone don’t make for frequent recurring purchases.
Even with all that in mind, I wasn’t expecting the company’s next launch to involve CBD. But in a statement, Casper co-founder and Chief Strategy Officer Neil Parikh connected this launch to the company’s bigger vision:
The options for sleep improvement have been historically limited to a late night Google search or a prescription from your doctor. It’s our mission to change that as the world’s first Sleep Company. Introducing CBD sleep gummies with PLUS allows us to bring a new way to relax and rest to those who need it.
It looks like Plus is handling the actual sales of the CBD Sleep Gummies, which will cost $35 for a package of 14. Each blackberry tea-flavored gummy is supposed to include 25 milligrams of CBD, along with chamomile extract and 1 milligram of melatonin.
Plus says it ships to all U.S. states except Alaska, Idaho, Iowa, Hawaii, Mississippi, Oklahoma and South Dakota.