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Laurel Gregory, creative director at The Hybrid Creative, recommends brands use a method she calls??Be, Do, Say??in order to remain authentic and avoid common pitfalls.
Arcview Market Research and BDS Analytics predict that combined medical and recreational legal cannabis sales in the U.S. will top $11 billion in 2018. And according to the 2017 ?Marijuana Business Factbook? from Marijuana Business Daily, by 2021 U.S. sales are anticipated to top $17 billion.
When designing and developing a functional beverage, one of the biggest concerns a developer has are the effects that pH, processing and packaging choices will have on the active compounds in the product.
The willingness of a traditional American company like Coke to consider cannabis as an ingredient in its branded products is the most recent example of major food and beverage marketers moving toward an acceptance of cannabis.
Speaking at the IFT Legalized Cannabis & Hemp Edibles session, Linda Gilbert, managing director of consumer insights for BDS Analytics, branded legalized cannabis a ?game changer for the food and beverage industry,? noting that legalized cannabis is one of the fastest growing industries.
With California registration now complete, federal trademark protection getting closer, and a Half-Baked patent filing in the works, the company is working with its licensee in the State of California to identify next steps of the go-to-market plan.
Constellation Brands Inc., seller of the Corona beer brand, recently invested approximately $4 billion in Canopy Growth Corp., a Canadian company operating the cannabis space.
Mattson identifies lifestyle trends that have the power to influence food and beverage purchases, behavior, beliefs, and innovation. 2018 picks include cannabis consumption, center stores moving online, and flexitarian eating.