ESENSE AND COKE MAKES SENSE, page-8

If they are the only ones who can do it as this fraction of a cost, companies will come to them with this idea.

Coke was just a sound grab of course; it doesn't have to them and it could easily be the more innovative Red Bull or Monster ranges.

The money is in the edibles market.

Key issues:
Product validation ~ does it work?
Health ~ is it safe?

Still a very high risk/high reward play until those questions are answered in the affirmative but if in time they are imho it's a 30 bagger plus in the making.

Glta