“The universality of the format, being a gummy, is also a big part of it,” he says. “If you’ve got a gummy in your portfolio, you’re probably addressing the majority of the edible consuming public.”
Hodas adds Wana Brands aims to make its products approachable to consumers through its messages of authenticity, consistency, and quality. The company’s packaging is child-resistant, biodegradable, and features a clean and simple design that demonstrates that the cannabis products are meant to fit into consumers’ lives—not dominate them.
“All those parts and pieces of the packaging say to the consumer this is a company you can trust and feel confidence in,” he says.
Chris Petersen, managing director, CarryOn Wellness, Denver, CO, says the brand’s development team, operating under Ocean Spray’s Lighthouse Incubator, was also interested in the “canna-curious” when it began developing the sparkling cannabidiol (CBD) beverage brand.
In communicating with consumers, the brand team uncovered an “insatiable curiosity” surrounding CBD and cannabis, as well as strong desire to find natural, non-pharmacological remedies for everyday problems such as stress, anxiety, and pain relief.
“What I continue to be amazed by is just how impactful they see CBD as being in their lives,” Petersen says. “They really are turning to it as a solution to solve some serious issues they contend with.”
He adds Ocean Spray’s “progressive, forward-thinking approach” to the CBD market allowed CarryOn to leverage a team of product developers experienced in the traditional CPG beverage arena—as well as traditional market research sources—to bring two varieties of sparkling beverages to market tests in less than six months.