Petra Mints & Edible Regulations

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Petra Mints are widely considered the best micro-dose edible on the market. Produced by California-based Kiva Confections, each mint contains 2.5mg of THC. This is a small enough dose for beginners to experiment with and for experienced consumers to enjoy a subtle change in perception.

The packaging is a slender tin covered in beautiful simplistic designs. The tin is easily portable and designed for those with an active lifestyle. The product itself is cleverly branded with a leaf logo and the word ‘Petra’. Their branding uses a variety of different tones of blue and green and features minimalistic geometric patterns.

Another distinguishing factor of this product is that Petra Mints are sugar-free and use healthy ingredients like green tea matcha and peppermint extract. Wellness brands are becoming more popular among the increasingly health-conscious cannabis community.

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What can Canadian companies learn from this product?

Canada is planning to allow for the sale of concentrate and edible products some time in 2019. These products will be regulated and licensed within a year of the initial legalization date, on October 17 of this year.

There have been no guidelines released by Health Canada yet about the licensing or sales process. LPs and craft cannabis brands that want to sell infused products legally don’t have much to base their future business on. However, some Licensed Producers have already started developing edible cannabis products. New Brunswick-based Organigram signed a product development and distribution deal with an American company that has a line of cannabis oil extracts and edibles before The Cannabis Act was even introduced. Companies like Province Brands and Canopy are already developing cannabis-infused beverages. It is safe to say that the R&D phase of the edible market has already begun in Canada.

Canadian companies looking to develop edible products would be smart to study the regulations surrounding edibles in the United States. What happens in the U.S. industry isn’t always indicative of what will happen in Canada (for instance, there are NO government-run shops in any state in America), but they are the best resource we currently have.

Most legal states including California and Oregon have limits on the amount of THC allowed in edible products per piece or per package. California’s laws require that a product has no more than 10 milligrams of THC per serving and 100 milligrams of THC per package. Kiva’s mints are exactly 100 milligrams per package, which ensures their legal compliance in all markets.

Easy-to-dose and low potency edibles like these mints by Kiva will be essential to the Canadian market. Even if the experienced consumer doesn’t necessarily care or want products like this, the regulations will likely require it. These guidelines also make it easier for new customers to experiment and try without fear of taking too much.

Edibles may vary well become the preferred method of cannabis ingestion for Canadians. Michael Gorenstein, CEO of Toronto-based Cronos Group Inc. said “We expect derivative products to surpass flower in every market globally”. In the first year of legalization, 10% of California’s market was edible sales and the edibles market grew 121% in Washington state in 2016 alone, according to data from Arcview Market Research.

Canadian companies need to take this opportunity seriously. Those who are well prepared now will be better positioned to succeed over the long-term. We are all patiently awaiting to see which brands are able to capture a piece of the edible pie.

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