The cannabinoid beverage industry is poised for 50% annual growth through 2027, yet product novelty alone does not ensure market success.
Differentiation on shelves is crucial if consumers are to find individual brands in an increasingly crowded space. Equally important, brands must earn consumer trust by delivering predictable and consistent potency for a satisfying experience every time.
Penn Color will address brand differentiation and shelf-life protection for cannabinoid beverages at the Future Cannabis Strategies North America 2022 conference, set for Sept. 28-29 at the Sheraton Toronto Centre Hotel, Toronto, Canada. The conference features a slate of 20 cannabis experts who will address quality control, pending legislation, new product development, finance, edibles, and packaging.
In 2022, following demand from the market, Penn Color pioneered a technology for THC/CBD infused beverages in PET containers, allowing products to build brand equity with eye-catching packaging, instead of packaging that blends in.
Nicolas Rivollet, VP of marketing, will discuss the solution on Sept. 28 at 4 p.m. His session, “New PET Packages for Cannabinoid Beverages Boost Brand Recognition & Consumer Experience,” will cover how PET allows brands to choose distinctive shapes, colors, and textures to tell their story, as well as how Penn Color’s “one-pellet masterbatch solution” helps control product potency over an extended period of time.
Rivollet also will share new studies that demonstrate why PET has a better environmental profile than glass and cans.
“I’m looking forward to sharing our experience with our masterbatch for cannabinoid beverages,” Rivollet said. “Our solution is the result of Penn Color’s collaboration with brands, co-packers, custom cannabinoid emulsion suppliers, and packaging equipment manufacturers. I’m excited to explain how brands can use the technology to grow their market share.”
Penn Color is a family-owned company with headquarters in Hatfield, PA. Penn is a supplier of color concentrates, masterbatches, and pigment dispersions for highly diversified thermoplastics and inks and coatings applications. For the rigid plastic packaging industry, Penn offers masterbatch and liquid colorant solutions to add colors, special effects, and functional performance to all thermoplastics, including PET and olefins. In 2020, Penn Color received the Packaging Europe Sustainability Award in the category of “Driving the Circular Economy” for its high opacity solution with lo-no TiO2.