Why Bettering saw an opening for luxury edibles

The company, which recently launched in Illinois, says its gummies contain minimal ingredients such as brewed tea and real fruits that prioritize a more consistent infusion of THC into the products.

Despite the legal gray area cannabis finds itself in on a national level, more brands are choosing to enter the category by launching products online and in a handful of states. Enter the Bettering Company.

This month, the luxury cannabis company introduced its line of six gluten-free, vegan gummies that were crafted by chefs using real fruits, herbs, teas, spices and jams in Illinois. The products are also on the verge of being sold in New Jersey.

“There are no cannabis brands truly aligned with the health conscious, flavor-loving consumer, so we set out to build a company to accomplish that,” Cozzi said.

The company said its process is unique because it infuses THC into a small amount of ingredients with greater consistency. Its gummy flavors are Blackberry Lemonade, Blood Orange, Fennel Fig, Hibiscus Chamomile Thyme, Raspberry Mandarin and Watermelon Chili.

Bettering raised $11 million over the past 16 months from investors such as RXBar co-founder Peter Rahal. The snack bar founder said in a statement that Bettering is “fixing the problems people associate with edibles for a far better customer experience.”

The idea of Bettering was formulated seven years ago when co-founder Mark Cozzi was having a conversation with friends, including an oncologist who suggested the group limit their alcohol intake and consume cannabis instead.

He tried a friend’s chocolate infused with THC extract and was deeply impressed with the flavor. As the space evolved, he saw an opening for a premium variety, and began developing the company.

Cozzi envisions Bettering as a “truly luxury” option for consumers who care about the way their cannabis products are produced and are looking for a healthier way to indulge. He points to spirits, such as vodka, which saw offerings with more sophisticated ingredients enter the market amid pent up demand.

Standing out in a crowded space

In addition to its flavors and formula, Bettering is positioning itself as a more sustainable alternative in the space. The pouches its edibles are sold in are made with 35% post-recycled mylar material, according to Cozzi.

The company said it will use the $11 million it raised to increase sales and finish construction on its 10,000 square-foot production facility in Rockford, Illinois, roughly 90 minutes northwest of Chicago.

Bettering will focus on solving the issue of inconsistency in edible infusion, an issue it has been working for years on with consultants and scientists. It is also partnering with a testing lab to determine accurate data for THC levels in its products, the company said in a statement.

The new production facility will have space designated for different kinds of edibles depending on the environment where they are best produced.

Chocolates, which the company will launch in November, require cool temperatures with proper ventilation to get the humidity out, Cozzi said. In contrast, gummies need HVAC filtration systems because they require more heat.

As a new entrant in the cannabis space, Bettering sees social media as a way to build brand recognition. It is currently working with cannabis influencers in both Chicago and New York City.

Another part of its approach is educating budtenders at dispensaries about the unique qualities of its products so they can familiarize their customer base with the brand, Cozzi said.

The company is halfway through its licensing process in New Jersey, he added. It will soon apply for authorization to sell in New York and then Ohio, which he expects will legalize cannabis in November.

Bettering plans to expand beyond THC-based products into CBD and CBN (cannabinol)-based edibles in the near future.

“We’ll just keep doing that slowly and patiently, waiting for cannabis to be legalized in whatever form legalization takes place,” Cozzi said.

SOURCE Food Dive.