Curaleaf Announces Brand Refresh For Select, New Products
July 18, 2023New York-based Curaleaf Holdings unveiled updated packaging for its flagship brand, Select. Available in 15 states in the U.S., Select’s new look features a chunky S logo and a blue, white, and black color scheme across the product line. The X Bites edibles line is distinguished by green, pink, and orange Xs on a black background. The new look coincides with a brand realignment to focus on core categories like premium oils, hardware, and edibles.
“At the core of the Select rebrand are significant data-driven consumer insights and a desire to optimize and differentiate our best-in-class CPG portfolio,” said Kate Lynch, executive vice president of marketing at Curaleaf. “The future of relaxation and socialization is not just about alcohol anymore. We see Select’s role as helping to drive the normalization and destigmatization of cannabis and celebrating personal choice while delivering high-quality products that fit into people’s lives in a way that makes sense for them.”
Additionally, Curaleaf announced some new product releases. The most notable is Select Briq, a proprietary vape developed in partnership with Advanced Vapor Devices. Loaded with Select Essentials and Select Elite oils, it is available at launch in 10 markets including New York, Florida, and Arizona, with more to come. It joins the Select hardware portfolio following the launch of Select Cliq last year. Select’s X Bites edibles line is being bolstered with the addition of Live Rosin X Bites and High Dose X Bites, launching in Arizona, Florida, and Michigan.—Danny Sullivan
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