The Challenge
In a truly competitive emerging market post legalisation, the cannabis industry had fluctuated significantly in trends and cycles of bloom and bust. The difficulty was that the market moved fast and sourcing ingredients to create next level edibles was quite a challenge. The area required a deep love of the science of food as well as the science of medicine to create a product that clients love to consume and experience.
The other issue was promoting it on social media platforms which would cause strikeouts.
Process
Research was core. We needed a macro understanding of the industry as well as a micro understanding of the industry in Canada. Canada's cannabis market was unique because supply was in abundance, the products were mostly unrefined and quality control lacking.
Client wanted a product that reflected their spirit. Good food. Good people. Good health.
The first stage was brainstorming products that resonated with the client as well as with the market. Upon going through hundreds of products, we narrowed it down to a DR BRONNER inspired product range as well as something a bit more quirky and playful.
Solution
We came up with Trippy Treats as an experimental product to benchmark the the market. It was potent and trippy.
The reception was glowing with positive feedback, especially on taste and quality of the edibles.
Key takeaways
Hemp & Legal Cannabis market is extremely volatile and subject to supply chain fluctuations as well high barriers of entry in obtaining licenses such as upfront cost and processing times. My professional advice after speaking to legal dispensaries and leading cannabis players is to focus on confectionary market until the governmental process and supply chain stabilises because there's too much volitility.