For years, Edible Arrangements was the punchline of suburban birthdays and office parties. Chocolate-dipped strawberries, pineapple carved into flowers, melon skewers in a vase. Now the company behind those fruit baskets is pushing something sweeter: THC.
On Thursday, Edible Brands announced the national rollout of Edibles.com, a hemp-THC marketplace that ships to more than 65% of the country. Same-day delivery is already live in Florida, Georgia, North Carolina and Texas.
The menu looks nothing like a fruit bouquet. Instead of grapes on sticks, you’ll find gummies from the industry’s biggest names: Wana, Wyld and Kiva Confections. These are the heavyweights of the edible world, now delivered through a platform owned by the folks who once marketed fruit as a luxury gift.
“Delivering meaningful consumer experiences has always been core to our business,” said Somia Farid Silber, CEO of Edible Brands. “The success of Edibles.com proves the demand for trusted leadership.”
The site is dressed up in wellness language. Shoppers can browse by “outcome,” Sleep, Relax, Uplift or Energy. Depending on where you live, the gummies show up by mail or by same-day driver.
It’s a strange twist in the mainstreaming of weed. The company that once promised family-friendly fruit bouquets is now sending out THC chews by the box. In a market full of upstarts, seeing a household brand plant its flag in cannabis might be the most unexpected bouquet yet.
Photo courtesy of Edibles.com.
