What Goodrays does

Goodrays is a UK-based, privately-held wellness brand founded in 2021 that produces premium CBD products and, more recently, functional beverages for individual consumers seeking natural stress, sleep, and focus support. Its core product lines are sparkling CBD drinks in four flavours (each 330ml, 10mg CBD isolate per can, fortified with vitamin D), CBD oil drops in daytime (Zen) and nighttime formulations, vegan CBD gummies at 25mg per piece, and an expanding Re:Focus line of non-CBD cognitive performance drinks built around magnesium, lion's mane mushroom, and electrolytes. The underlying technology is premium CBD isolate derived from sun-grown hemp in Colorado, formulated into water-soluble, third-party-tested, 0% THC, vegan, and gluten-free products — all sold direct-to-consumer via goodrays.com and a Shopify-based subscription programme offering 20-28% discounts, with additional reach through Waitrose retail, the Amazon marketplace, and a B2B wholesale stockist programme.

The business model combines subscription-driven DTC e-commerce (primary), retail wholesale through Waitrose, marketplace sales on Amazon, and B2B distribution to hospitality and retail stockists, with bundles priced roughly £30-£56 to drive higher AOV. Goodrays completed a £5M Series A in July 2025 led by Guinness Ventures, with celebrity investors Vernon Kay and Tess Daly participating, and appointed a senior executive from Liquid Death as part of the round. Use of funds is targeted at market-share expansion, retailer listings, product development (including the Re:Focus launch in October 2025), and preparation for forthcoming UK CBD regulatory approvals. The company is registered as Goodrays Ltd (company number 12567100), headquartered at 483 Green Lanes, London, with operations serving primarily the UK market and an international shipping programme currently paused due to post-Brexit legislation.

Reported commercial momentum is led by a stated 45% year-on-year growth in the CBD range, 2,000+ verified five-star customer reviews, and active earned-media coverage in UK publications. Distribution is handled via DPD, Evri, ParcelForce and Palletways logistics partners. The brand explicitly targets health-conscious adults and the "mindful drinkers / sober curious" segment, positioning its products as low-calorie, no-added-sugar alternatives for stress relief, sleep improvement, mental focus, and alcohol substitution.

Name

Goodrays

Legal name

Goodrays Ltd

Website

https://goodrays.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Goodrays is a UK-based premium CBD and functional beverage brand selling sparkling CBD drinks, oils, gummies, and Re:Focus cognitive drinks direct-to-consumer, through Waitrose and Amazon, and via B2B wholesale, targeting health-conscious adults seeking natural stress, sleep and focus support.

Ownership category

akta.pro rank

Product category

CBD Beverages and Wellness Supplements

NAICS

Soft Drink Manufacturing (312111), Food (Health) Supplement Retailers (456191), Sugar and Confectionery Product Manufacturing (3113)

SIC

Medicinal Chemicals & Botanical Products (2833), Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)

akta.pro primary industry

CBD/Hemp Wellness & Supplements Retail (CRANAHAC)

akta.pro secondary industries

CBD/Hemp Specialty Stores (Tinctures, Oils, Edibles) (CRANAHAA), Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• CBD beverages
• Cannabidiol products
• Functional drinks
• Wellness supplements
• Adaptogen drinks

Headquarters

HQ city

Maidenhead

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through goodrays.com with both one-time purchase and subscription options. Subscription model offers 20% savings with flexible delivery frequencies. Premium pricing positioned in £22-£92 range for bundles.
2. Retail Distribution: Products sold through Waitrose retail stores and Amazon marketplace, creating wholesale/revenue share arrangements with third-party retailers.
3. Wholesale/B2B: B2B stockist program for retail and hospitality businesses to stock Goodrays products. Contact via [email protected] for wholesale inquiries.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Goodrays manufactures and sells premium CBD wellness products — sparkling CBD drinks (10mg CBD per can) in four flavors, CBD oil drops (Zen and Night formulations at 33mg per dropper), vegan CBD gummies (25mg each), and the Re:Focus functional beverage line with magnesium, lion's mane, and electrolytes — under its own brand through direct-to-consumer e-commerce, retail partners, and B2B wholesale. The company also offers curated bundles combining its drinks, oils, and gummies at a discount. All products are made with sun-grown Colorado CBD isolate, are 0% THC, vegan, gluten-free, and third-party tested.

Product overview

Goodrays is a premium CBD and functional beverage company offering a portfolio of wellness products centered on sun-grown CBD isolate and functional ingredients. The core product lines include CBD sparkling drinks in four flavors (Passionfruit & Pomelo, Elderflower & Yuzu, Raspberry & Guava, Blood Orange & Grapefruit), CBD oils in day (Zen Drops) and night (Night Drops) formulations, and vegan CBD gummies with 25mg isolate per gummy. A newer product expansion includes the Re:Focus magnesium drink line featuring lion's mane mushroom and electrolytes for cognitive performance. Products are sold individually and as curated bundles (CBD Drinks and Gummies Bundle, CBD Oils Bundle, CBD Bundle) that combine multiple delivery formats. All products share key attributes: Colorado-grown CBD, third-party tested quality, vitamin D enrichment, no artificial ingredients, and 0% THC. The brand sells direct-to-consumer via subscription with 20% savings, and also through retail partners including Waitrose.

Differentiator

Problem solved

Functional benefit

Products and services

• CBD Passionfruit & Pomelo Sparkling Drink A 330ml sparkling beverage combining tropical passionfruit with Javanese pomelo, infused with 10mg premium sun-grown CBD isolate per can and vitamin D; 13 kcal per 100ml, no added sugar, 100% vegan and 0% THC, targeting adult wellness consumers seeking a low-calorie relaxation drink.
• CBD Elderflower & Yuzu Sparkling Drink A 330ml sparkling drink blending Japanese yuzu citrus with British elderflower, infused with 10mg CBD isolate per can and vitamin D; 14 kcal per 100ml, no artificial sweeteners, 100% vegan.
• CBD Raspberry & Guava Sparkling Drink A 330ml sparkling beverage combining Mexican guava with British raspberry, with 10mg CBD isolate and vitamin D per can; 16 kcal per 100ml, no added sugar, 100% vegan.
• CBD Blood Orange & Grapefruit Sparkling Drink A 330ml sparkling CBD drink featuring blood orange and grapefruit, with 10mg CBD isolate per can plus vitamin D; no added sugar, 100% vegan.
• The CBD Mixed Pack Curated variety pack featuring all four CBD drink flavors (Passionfruit & Pomelo, Elderflower & Yuzu, Raspberry & Guava, Blood Orange & Grapefruit) in 12, 24 or 48-can bundles, each 330ml can with 10mg CBD isolate and vitamin D, priced at £34.00 one-time or £27.20 on subscription.
• CBD Gummies (Mixed Fruit, 30 Pack) Vegan CBD gummies with 25mg CBD isolate per gummy in mixed fruit flavors (Raspberry, Strawberry, Mango, Lemon-Lime); 12 calories per gummy, gluten-free, 0% THC, made with pectin instead of gelatin.
• CBD Night Drops (Sleep CBD Oil) Peppermint-flavored CBD oil drops delivering 33mg CBD isolate per dropper, available in 500mg and 1000mg strengths; coconut-oil based, gluten-free, 100% vegan, designed for sleep and restorative rest.
• CBD Zen Drops (Daytime CBD Oil) Subtle herbal-flavored daily CBD oil drops delivering 33mg CBD isolate per dropper, available in 500mg and 1000mg potencies; coconut-oil based, gluten-free, 100% vegan, for calm, focus and emotional balance through the day.
• Re:Focus Zesty Lime & Kiwi (Magnesium Cognitive Drink) A 330ml non-CBD cognitive performance drink with an 800mg magnesium blend (65mg elemental magnesium), 250mg lion's mane mushroom, and electrolytes in a lime & kiwi flavor; caffeine-free, no added sugar, 100% vegan, priced from £2.01 per can with subscription savings.
• Re:Focus Mixed Wild Berry (Magnesium Cognitive Drink) A 330ml non-CBD cognitive performance drink with an 800mg magnesium blend, 250mg lion's mane, and electrolytes in a wild berry flavor featuring British raspberries, blueberries and Sicilian lemon; caffeine-free, no added sugar, 100% vegan.
• CBD Oils Bundle (Zen + Night Drops) Bundle pairing CBD Zen Drops (daytime) with CBD Night Drops (sleep), each delivering 33mg CBD isolate per dropper, 1000mg per bottle; gluten-free, coconut-oil based, 100% vegan, 0% THC, save up to 35% on subscription.
• CBD Drinks and Gummies Bundle Bundle combining a 12-can CBD Mixed Pack with 30 or 60 mixed-fruit CBD gummies (25mg each) for on-the-go and at-home relaxation, offering 20% subscription savings.
• Goodrays CBD Bundle (Comprehensive Range) Bundle combining all four CBD drink flavors, CBD gummies, and CBD oils for work, travel and evening wind-down, delivered on subscription with 20% savings.
• CBD Drinks and Zen Drops Bundle Bundle pairing 24 CBD sparkling drinks with a bottle of Zen Drops CBD oil as a daytime wellness combination for calm and focus; 100% vegan, no added sugar, gluten-free, 0% THC.

Quantifiable outcome

• 45% year-on-year growth in CBD range
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor.

• DPDminorOthersPrimary shipping carrier for 6-pack, 12-pack, and 24-pack orders within UK, providing tracked shipping within 48 hours.
• EvriminorOthersSecondary shipping carrier for consumer orders providing tracked delivery services within the UK.
• ParcelForceminorOthersShipping partner for wholesale orders, providing reliable delivery for bulk commercial orders.
• PalletwaysminorOthersPallet shipping partner for wholesale distribution requiring pallet-scale deliveries.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Trip: UK-based sparkling CBD-infused drinks and supplements brand selling direct-to-consumer and through retail. Closest head-to-head competitor to Goodrays on core sparkling CBD beverage SKUs and positioning.
• Naturecan: UK-founded CBD wellness brand offering oils, gummies, drinks and pet products via DTC and global retail. Directly comparable product mix, target consumer and D2C-led model.
• Dragonfly Biosciences: UK CBD ingredients and finished-products business supplying retail and B2B channels with CBD oils, topicals and beverages. Compares on category, geography and B2B/wholesale distribution model.
• Vibes CBD: UK CBD-infused sparkling drinks brand selling through DTC and UK retailers. Directly comparable on hero beverage SKU, target demographic and price-point band.
• cbdMD: US-listed CBD wellness brand offering oils, gummies, topicals and beverages with broad multi-channel distribution. Compares on portfolio breadth, premium positioning and consumer wellness positioning.
• Ananda Hemp: Vertically integrated CBD brand selling premium tinctures, gummies and topicals with strong brand and educational content focus. Comparable on premium positioning, content-led marketing and consumer CBD portfolio.
• HempWell: UK CBD brand with oils, capsules, gummies and edibles sold through UK health retailers and DTC. Comparable on UK D2C-plus-retail model and product portfolio breadth.

Broad incumbents

• Liquid Death: US alternative-beverage brand that pioneered brand-led, edgy marketing for water and energy drinks. Comparable as the playbook source Goodrays is importing via its recently hired Liquid Death executive.

Emerging players

• Recess: US sparkling CBD and adaptogen beverage brand sold primarily DTC. Comparable on the sparkling functional/CBD beverage format and millennial wellness consumer targeting.

Others

• Holland & Barrett: UK's largest health and wellness retailer, distributing third-party CBD brands while also selling its own-label range. Relevant both as a key retail channel and as a private-label competitive threat for Goodrays on shelf.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/goodrays
• Instagraminstagram.com/goodrays
• TikToktiktok.com/@goodraysdrinks
• Xx.com/GOODRAYS_
• Facebookfacebook.com/goodrayseveryday

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goodrays