Innovation Abounds Across Cannabis Food and Beverage Categories

As established cannabis markets mature—and others open up across the U.S.—manufacturers and brand owners are launching a variety of infused food and beverage products to meet consumers’ needs.

From sparkling waters and beverage enhancers, to baked goods, gummies and other confections, the market features an array of convenient, discrete and odorless product options. But aside from turning to applications across food and beverage categories, developers have innovated further over the last year, introducing products designed for specific mood states and consumption occasions, as well as those capitalizing on the benefits of minor cannabinoids.

In 2020 Cresco Labs, Chicago, brought its new Good News line of gummies to dispensaries in states where it’s operational. With names like Me Time, Brunch, Friyay and Vegas, the gummies celebrate social experiences that allow consumers to let loose—responsibly.

“There are many social occasions that exist today where cannabis is currently not playing a major role and has historically not been marketed to socially-minded consumers like beer, wine, and spirits have always been,” says Greg Butler, chief commercial officer, Cresco Labs. “With Good News, we’re focused on making cannabis approachable and fun. Cannabis is increasingly becoming a part of our daily lives and playing a larger role during occasions where we want a little ‘me time,’ to laugh, and find ways to have a break during these difficult times.”

With the global coronavirus pandemic, political unrest, and economic uncertainty compounding common sleep issues, consumers are looking toward cannabis for relief. In July, BDSA, Boulder, CO, reported consumers who prefer edibles tend to use them to promote sleep and relaxation and manage anxiety and stress.

Last year Kiva Confections, Oakland, CA, and PLUS Products, Inc., San Mateo, CA, launched gummies designed to encourage sleep. Kiva’s Camino Midnight Blueberry gummies pair tetrahydrocannabinol (THC), chamomile, lavender, and the terpenes myrcene, linalool, and beta-caryophyllene, with cannabinol (CBN), a minor cannabinoid known to promote relaxation. Plus Products’ gummies combine CBN with THC, cannabidiol (CBD) and melatonin.

“Almost 50 million people in the U.S. suffer from insomnia,” says Jake Heimark, Plus Products CEO and co-founder, citing research published in SleepMed. “It’s no surprise we hear all the time that one of the top things people look for when they walk into a licensed retailer is something to help them sleep.”

Along with CBN, cannabigerol (CBG) is appearing in more product launches, thanks to its ability to temper the psychoactive effects of THC, among other potential benefits.

“In 2020, CBG just started to get popular,” says Mark Elfenbein, chief revenue officer, Socati Corp, Austin, TX. “CBG has been used in many use cases including relaxation, cognitive performance, etc. Today, we are seeing pure CBG products being introduced as well.”

Last year, Tauriga Sciences introduced CBG gum in Peach-Lemon and Black Current varieties with 80 mg and 120 mg of CBG isolate per pack, respectively. Meanwhile, Crappy’s Feel Better Hemp Co. is joining CBG with CBD and CBN in chewable tablets to address three concerns: social jitters, sagging energy, and hangover symptoms.

“CBG has been used in many use cases including relaxation, cognitive performance, etc.”

Along with CBN, cannabigerol (CBG) is appearing in more product launches, thanks to its ability to temper the psychoactive effects of THC, among other potential benefits.

“Last year, we redefined ourselves as Molson Coors Beverage Company and in doing so, laid out a clear vision of leveraging the competitive strengths of our storied foundation in beer to grow in new spaces beyond the beer aisle,” said Pete Marino, president of the emerging growth division, Molson Coors. “Truss’ entry into the CBD market in Colorado and the launch of Veryvell, a brand we believe will resonate well with Colorado consumers, is another example of Molson Coors’ expansion into new beverage categories.”

As consumers and governments become more accepting of cannabis, and manufacturers have greater access to high-quality ingredients and development expertise, new, innovative products will continue to bolster cannabis markets.