Functional CPG Marketing Guide (Email Strategies for High-Risk Brands)
Learn how to market functional CPG products – from the $1.5T wellness market and science-backed benefits to FDA/FTC compliance and email retention strategies. This definitive guide shows restricted industry brands (CBD, hemp, etc.) how to drive growth with high-integrity marketing.
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What is Functional CPG?
Functional CPG stands for Functional Consumer Packaged Goods. These are everyday consumer products, foods, beverages, supplements, and other consumables, that can provide additional health or wellness benefits beyond basic nutrition. In other words, functional CPGs (often termed functional foods or nutraceuticals) are formulated with ingredients that positively affect health beyond their basic nutritional value. For example, the Mayo Clinic broadly defines functional foods as “foods that have a potentially positive effect on health beyond basic nutrition”.
🌿 Cannabinoid-infused products
CBD oils, gummies, beverages, or topicals that leverage cannabidiol’s purported calming or anti-inflammatory properties.
Cannabidiol (CBD) is considered a promising functional ingredient due to a number of reported health benefits.
🌿 Hemp-derived wellness products
Beyond CBD, other non-intoxicating hemp compounds (like CBG, CBN) and hempseed-derived ingredients appear in foods and cosmetics for their healthful fatty acids or soothing properties.
Adaptogen-enhanced goods
Drinks, powders, or snacks containing herbs and mushrooms like ashwagandha, ginseng, reishi, or rhodiola.
Adaptogens help the body adapt to stress and maintain homeostasis, activating stress-protection pathways in the body.
They’re marketed as functional additives to improve energy, focus, stress relief, sleep quality, immunity, and more
Functional nutrients and botanicals
Products fortified with probiotics, vitamins, minerals, or antioxidants beyond the baseline diet. Turmeric lattes, collagen protein bars, nootropic supplements for brain health, and vitamin-infused beverages all fall under functional CPGs because they claim added benefits (like improved gut health, joint support, cognitive support, etc.).
Who is this guide for?
Founders and marketers in wellness, hemp/CBD, functional food/beverage brands, and other “high-risk” CPG niches. Also agency-side marketers wanting to understand best practices for marketing products with health benefits under regulatory constraints.
The Functional CPG Marketing Guide
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