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Canada’s Major Players Reveal New Product Strategies As Edibles Rollout Nears

October 22, 2019

Following the second phase of Canadian legalization last Thursday, more details have emerged from the major players about their plans for the new product categories. Edibles, drinkables, vapeables, and topicals were all legalized, creating a much more diverse consumption environment. As reported last week, Canopy Growth plans to invest heavily in drinks and chocolate. Other companies are varying their strategies as all scramble to establish themselves in categories that could make up a collective 50% of the market once it matures.

Aurora, for example, will eschew drinks in favor of other categories. The company will produce vaping products at its Aurora River facility in Bradford, Ontario using a proprietary extraction process for making vape oil that retains a high quantity of terpenes, the compounds that give different cannabis strains their unique aroma and flavor profiles. It’s planning a variety of vape products at various price points, including both oil and hardware. The three main formats will be disposable pens containing an 0.15-ml. cartridge, 0.5-ml. pods for the Pax Era device, and universal 510 cartridges at 0.3-ml.

Aurora is planning a variety of cannabis concentrates as well. All produced in-house at Aurora’s production facilities, the various concentrates are made from rosin—a sappy, resinous THC goo made by heating and pressing flower. Rosin is the base of several forms of concentrate like shatter, sugar wax, and live rosin, all of which Aurora intends to produce.

The company’s edibles portfolio will include gummies produced at the Aurora Air facility in Leduc, Alberta, available in blue raspberry, red raspberry, grape, pineapple, and peach. Each gummy will contain 2 mg. of THC or 10 mg. of CBD and will be sold in packs of five, consistent with regulations limiting any package to 10 mg of THC. Chocolates, produced at the same site, will come in three varieties: sea salt and caramel milk chocolate, 64% dark chocolate, and half spheres. Like the gummies, they will come in packs of five, each containing 2 mg. of THC. Mints will be produced in Quebec in spearmint and peppermint flavors, with the same packaging and dosage. Aurora has also partnered with WG Pro-Manufacturing and Touché Bakery to produce infused baked goods, starting with a vegan brownie.

Hexo Corp, meanwhile, plans to launch six cannabis brands through Truss Beverage Co., its joint venture with Molson Coors. The first brand will be Flow Glow, a line of CBD-infused spring water. Flow Glow will launch in two flavors, Goji+Grapefruit and Raspberry+Lemon, each containing 10 mg. of CBD. “We know CBD products are in high demand in Canada, especially within the growing self-care space,” said Truss CEO Brett Vye. “The Truss product portfolio will include a range of products with CBD, THC or both.” Flow Glow will launch in December in Tetra Paks.

Tilray subsidiary High Park also divulged a number of initiatives in addition to Fluent, its joint venture with A-B InBev. High Park will introduce new offerings from established brands Marley Natural and Goodship; The Batch, a new value brand; Chowie Wowie, a new line of chocolates and gummies; and Rmdy, a wellness brand offering a variety of non-combustible and discreet cannabis products including mints, melts, and pens. High Park’s existing brands include Irisa, Grail, and Yukon Rove.—Danny Sullivan

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