Commercial cannabis history is full of fascinating twists and turns, from humble hempseed home remedies to today’s booming CBD industry. Once championed as a cure-all by 19th-century doctors and food manufacturers, cannabis products have returned in modern times with a wellness-focused twist. Exploring the parallels between historical and current cannabis markets offers valuable insights into the impact of regulatory gaps and consumer trends.

This article will guide you through the evolution of cannabis as a commercial health product—from an Irish doctor’s pioneering discoveries to global CBD markets valued at over $19 billion today. Whether you’re a history buff, health enthusiast, or curious about the wellness industry’s latest wave, there’s something here for everyone.

The Rise of Cannabis as a Health Product

Early Discoveries by Medical Pioneers

The modern fascination with cannabis as a wellness product actually began in the 1830s. Irish physician William Brooke O’Shaughnessy introduced cannabis to Western medicine after discovering its effectiveness for muscle spasms and stomach cramps. French psychiatrist Jacques-Joseph Moreau expanded this research, exploring its potential in treating mental illness. This newfound knowledge quickly established cannabis as a multipurpose remedy across Europe.

Commercial Cannabis in the 19th Century

With growing medical interest, cannabis began appearing in patent medicines—ready-made formulas sold for treating various ailments. Food manufacturers soon embraced cannabis, marketing it not just as medicine but also as a nutritional product. Surprisingly, this shift wasn’t initially driven by the food industry but by a Swedish church’s effort to combat tuberculosis.

Paul Petter Waldenström, a Swedish religious leader, popularised a hempseed-based gruel after one woman’s homebrewed remedy reportedly cured her tuberculosis. Named “Waldenström gruel,” its success inspired entrepreneurs like J. Barthelson to create commercial versions, such as Extrait Cannabis. These products found eager audiences among health-conscious 19th-century consumers.

Maltos-Cannabis and the Peak of Commercial Cannabis

While several cannabis-infused foods emerged during this era, none were as ambitious as Maltos-Cannabis, a maltose-and-cannabis beverage created by the Red Cross Technical Factory. Marketed as both delicious and nutritious, it embodied the bold commercial spirit of the time.

Aggressively advertised with dramatic visuals like a lighthouse banishing the Grim Reaper, Maltos-Cannabis became a financial success, earning nearly SEK 290,000 annually (around £775,000 in today’s money). Factories opened in Chicago, Helsinki, Brussels and Utrecht to meet demand.

Yet public scepticism soon called its safety and effectiveness into question. Critics labelled the product a “pure scam” and debated whether it held any real health benefits. Despite Red Cross countering with defensive advertisements, legal challenges and waning consumer confidence led to Maltos-Cannabis’ eventual downfall by the 1930s.

Does History Repeat Itself?

Comparison to Modern CBD Products

Fast forward to today, and echoes of this historical commercial cannabis boom can be found in the CBD industry. Cannabidiol (CBD), a non-psychoactive compound derived from cannabis, has taken the health and wellness world by storm. From oils and gummies to infused cocktails, CBD appears in countless products marketed as solutions for anxiety, insomnia, and chronic pain.

The global CBD market was valued at $19 billion in 2023 and is projected to grow annually by 16% until 2030. However, despite its popularity, CBD products exist in a regulatory grey area, much like 19th-century cannabis foods.

CBD is classified as a “novel food” rather than a pharmaceutical product in the UK and EU, meaning it isn’t subjected to pharmaceutical-grade safety controls. The UK Food Standards Agency has highlighted potential risks, including liver injury, sparking debates reminiscent of 19th-century scepticism around Maltos-Cannabis.

Modern Marketing Parallels

Just as historical products like Waldenström gruel leveraged health fears, today’s CBD brands tap into modern wellness anxieties. From promises of a calmer mind to a better night’s sleep, CBD marketing relies on pseudo-scientific claims and endorsements by influencers—many of whom face minimal accountability. This has made it particularly appealing to younger consumers seeking lifestyle solutions, leading to explosive demand.

Lessons from History

Looking back at the commercial cannabis history of the 19th century offers critical lessons for consumers, brands, and regulators alike. The absence of robust oversight allowed unfounded claims to thrive, leading to products like Maltos-Cannabis gaining rapid popularity without scientifically proven benefits.

Today, the regulatory landscape around CBD may be more structured, but gaps remain. While many companies prioritise quality and transparency, the potential for misleading marketing persists. Consumers must approach these products with informed scepticism, ensuring they make decisions based on verified research rather than buzzwords or endorsements.

The Evolution of Commercial Cannabis

The story of cannabis as a health product—past and present—is one of hope, innovation, and caution. Its fascinating trajectory mirrors broader societal patterns, from the bold claims of well-intentioned businesses to the lasting impact of public scepticism. The commercial cannabis history, much like the dramatic rise (and fall) of Maltos-Cannabis, reminds us of the importance of balanced regulation and consumer education in today’s thriving CBD market.

Whether it’s the “miracle gruel” of 19th-century Sweden or the CBD gummies lining modern shelves, cannabis products sit at a unique crossroads of health, science, and commerce—a niche that will likely continue evolving within our lifetimes.

Source: The Conversation