The world of gifting is about to get a lot more intriguing. Edible Brands, the parent company of the iconic Edible Arrangements, known for its artfully crafted fruit bouquets, has taken a groundbreaking step into the $28 billion hemp industry with the launch of Edibles.com. This new e-commerce platform, which debuted in Texas on March 20, 2025, is redefining how consumers access cannabis edibles online by offering a curated selection of hemp-derived THC products. With a focus on quality, accessibility, and wellness, Edible Brands is leveraging its robust logistics network and decades of delivery expertise to bring a fresh twist to the cannabis market.

From Fruit Bouquets to THC Delights

For 25 years, Edible Arrangements has been synonymous with beautifully arranged fruit baskets, often adorned with chocolate-dipped strawberries, delivering joy to celebrations across the United States. With a franchise network covering 70% of U.S. households within an hour, the company has mastered the art of same-day and next-day delivery. Now, Edible Brands is applying this logistical prowess to a new kind of edible: hemp-derived THC products. The launch of Edibles.com marks a pivotal shift, blending the company’s gifting heritage with the growing demand for wellness-focused cannabis products. CEO Somia Farid Silber, who has steered the company to $500 million in annual sales, sees this as a natural evolution. “We’re already called ‘Edible,’ right?” she told Forbes, acknowledging the playful yet strategic alignment of the brand name with the cannabis edibles market.

Curating a Premium Cannabis Experience

Edibles.com is not your average cannabis edibles supplier. The platform offers a carefully curated selection of low-dose THC products, including gummies, beverages, and supplements from top-tier brands like Cann, Wana, and 1906. Unlike the stereotypical “smoky head shop,” Edibles.com aims for a premium, wellness-focused vibe. “We want it to feel elevated, not like a gas station,” said Thomas Winstanley, executive vice president of Edibles.com and a veteran of the cannabis industry from his time at Theory Wellness. The platform emphasizes products with around 5 milligrams of THC per serving, designed for effects like relaxation, sleep, or mood enhancement rather than intense intoxication. Best-sellers include Ayrloom’s sleep-focused gummies, Happi Dance’s energizing THC seltzer, and 1906’s Chill Drops for stress relief without compromising focus.

Tapping into a Booming Market

The hemp industry, legalized under the 2018 Farm Bill, is a $28 billion juggernaut, with edibles alone accounting for $4.5 billion in sales in 2024, according to Leaflink research. Edibles.com positions Edible Brands as a leading cannabis edibles manufacturer by partnering with established brands to ensure quality and safety. The platform’s education center addresses consumer challenges like perception and accessibility, offering detailed product information to demystify hemp-derived THC. This focus on trust and transparency is critical in a market that lacks consistent quality control standards. As Winstanley noted, “Half the battle here is won. We have this word,” referring to the SEO advantage of the “edibles” branding, which naturally draws organic traffic from searches for cannabis edibles online.

Logistics: The Secret Sauce

Edible Brands’ existing infrastructure is a game-changer for Edibles.com. With a franchise network honed over decades, the company can deliver to 70% of U.S. households within hours, a feat unmatched in the cannabis space. Launched first in Texas, the platform is expanding to Florida, Georgia, and other legal markets, with select products available for nationwide shipping where permitted. This rapid delivery capability sets Edibles.com apart from competitors, offering a seamless experience akin to ordering a fruit basket. The company is also venturing into brick-and-mortar retail, with a 500-square-foot flagship store planned for Atlanta’s Inman Park neighborhood this summer, serving as a prototype for future franchised locations.

Navigating a Complex Regulatory Landscape

The hemp industry, while federally legal under the 2018 Farm Bill, faces a patchwork of state regulations. Hemp, defined as cannabis with 0.3% or less THC, is distinct from marijuana, which contains higher THC levels. However, states like Texas are considering bans on hemp-derived THC, and California has already prohibited such products. Edibles.com operates within this complex framework, ensuring compliance by offering low-dose products that align with federal guidelines. CEO Silber emphasized the need for education and advocacy, stating, “The hemp industry is evolving rapidly, but consumers still face challenges with perception, education, and accessibility.” By curating vetted products and providing robust educational resources, Edibles.com aims to reshape how the THC industry is perceived.

A Wellness-Driven Mission

Edibles.com isn’t just about selling cannabis edibles online; it’s about promoting a lifestyle. The platform targets consumers seeking wellness benefits, such as stress relief or better sleep, rather than recreational highs. This aligns with shifting consumer trends, particularly among Gen Z, who consume less alcohol and are more open to cannabis as a mainstream wellness option. The functional beverage market, valued at $50 billion in the U.S. and projected to reach $62 billion by 2027, underscores the potential for THC-infused drinks. Edibles.com’s focus on low-dose, high-quality products positions it to capture this growing demographic, offering an accessible entry point for cannabis-curious consumers.

Industry Impact and Future Plans

The launch of Edibles.com has been hailed as a “defining moment for the hemp industry” by Jake Bullock, CEO of Cann, a queer-owned cannabis brand partnered with the platform. The move signals a broader trend of cannabis going mainstream, with trusted brands like Edible Arrangements leading the charge. Edible Brands is already exploring the development of its own branded hemp-derived products, hinting at further innovation. However, challenges remain, including potential bans in states like Texas, where Senate Bill 3 threatens to outlaw hemp-derived THC. Silber argues that such bans could harm legitimate businesses and drive consumers to unregulated markets, costing jobs and tax revenue.

A Strategic Pivot with Global Implications

Edibles.com is more than a new revenue stream; it’s a strategic pivot that leverages Edible Brands’ brand equity and operational expertise. The company’s prior foray into CBD in 2018 was lackluster, but this time, it’s entering the market with a seasoned approach, led by Winstanley’s cannabis expertise. The platform’s focus on premium, vetted products and rapid delivery sets a new standard for the industry. As Edible Brands expands into Southeast markets and beyond, it’s poised to redefine how consumers engage with cannabis edibles online, blending the trust of a household name with the innovation of a burgeoning industry.

The Future of Edibles

Edible Brands’ entry into the hemp market is a bold bet on the future of cannabis. By combining its gifting legacy with a wellness-driven approach, the company is carving out a unique space in a crowded market. Edibles.com isn’t just selling gummies and seltzers; it’s offering a vision of cannabis as an accessible, high-quality wellness tool. As the industry evolves, Edible Brands is positioned to lead, proving that even a fruit bouquet empire can find new life in the world of cannabis edibles suppliers. With plans for retail expansion and proprietary products, Edibles.com is set to make waves, one THC-infused treat at a time.

Discover D Squared Worldwide, the premier cannabis edibles supplier, now partnered with Edible Brands’ innovative Edibles.com platform. Our premium, hemp-derived THC products, including low-dose gummies and beverages, are crafted for wellness and quality, perfect for your retail needs. Leveraging Edible Brands’ unmatched logistics, we ensure rapid delivery to 70% of U.S. households. Join the $4.5 billion edibles market with our trusted, high-demand products like Ayrloom gummies and Happi Dance seltzers. Elevate your inventory with D Squared Worldwide’s curated cannabis edibles online. Schedule a call today to explore wholesale opportunities and grow your business!

Reference:

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