Low-dose cannabis-infused sweets join the luxury marijuana market
The legal cannabis market is worth $7.2 billion and is growing 17 percent year over year, with recreational sales estimated to jump from $2.6 billion in 2016 to $11.2 billion in 2020. Upscale beauty brands are heeding its call, launching products that skew luxury rather than hippie, and the edibles industry is taking a similarly chic approach to the Green Rush.
Financier Peter Barsoom left a career overseeing consumer banking at companies like Merrill Lynch, American Express, and Morgan Stanley to launch 1906, a brand that brings together scientists, chocolatiers, and cannabis experts in the creation of a premium line of low-dose chocolate edibles that marry the benefits of cacao, cannabis, and ethnobotanical ingredients. Using advanced pharmacological techniques, 1906’s products combine rapid-onset and mild dosage, allowing people to create and manage their own experience according to their lifestyle: GO for body energy, PAUSE for meditation and calm, MIDNIGHT to aid in sleep, and HIGH LOVE for sensuality.
Dubbed “Instagram gold” by Elle, Los Angeles-based brand Lord Jones makes edible THC-laced gummies and chocolates in eye-catching, chicly designed packaging. All confections are handmade in small batches using pure, California-grown cannabis extract, and the company’s products contain no artificial colors or flavors. Like 1906, each product is tested for potency to ensure proper, consistent dosage. Leveraging marijuana’s pain relief powers, the company also offers pain and wellness topicals designed by a team of professional chemists and personal care industry veterans.
Portland, Ore.-based startup Serra Modern Druggist creates high-end chocolate edibles in collaboration with bean-to-bar chocolatier Woodblock Chocolate, targeting a new kind of cannabis consumer that cares about “quality and consistency as much as the cannabis effect.” Per Forbes, the chocolate itself is designed to be delicious and to provide a laidback experience, with a low dose of THC (a growing focus in the industry). Serra bases its ratios on how much chocolate an average Woodblock consumer eats before feeling satisfied (i.e., a square or two) so that the user is able to control their own experience.