In a bold move that blends its signature flair for gifting with a modern twist on wellness, Edible Brands, the parent company of Edible Arrangements, has launched Edibles.com, a groundbreaking e-commerce platform delivering hemp-derived THC products. Announced on March 20, 2025, this venture marks a significant departure from the company’s iconic fruit bouquets, tapping into the $28 billion hemp industry with a curated selection of gummies, drinks, and supplements. With a focus on quality, accessibility, and education, Edibles.com is poised to redefine how consumers engage with cannabis edibles, leveraging the company’s robust logistics and franchise network to deliver a seamless experience.

The Hemp Boom and a Trusted Name

The hemp industry, legalized under the 2018 Farm Bill, has exploded into a $28 billion market, outpacing marijuana sales, which reached $26 billion in 2023. Hemp, defined as cannabis with less than 0.3% THC, offers a federally legal avenue for psychoactive products, making it an attractive space for mainstream brands. Edible Brands, known for its 700-plus Edible Arrangements stores, saw a natural fit. “We’re already called ‘edible,’ right?” CEO Somia Farid Silber told Forbes, noting that customers often inquire about cannabis products due to the brand’s name. This launch capitalizes on that recognition, positioning Edibles.com as a trusted marketplace in a sector plagued by inconsistent quality and consumer confusion.

Curating Quality in a Crowded Market

Edibles.com distinguishes itself by partnering with reputable hemp brands like Cann, Wana, and 1906, each subjected to rigorous compliance audits to ensure safety and transparency. The platform offers low-dose THC-infused beverages, gummies, and enhancers, designed for both seasoned users and curious newcomers. Unlike the unregulated “gas station weed” market, Edibles.com emphasizes third-party lab testing and child-safe packaging, addressing consumer hesitancy in a market where 75% of marijuana consumers value mainstream brand endorsements. By curating premium products, the company aims to elevate the hemp experience, making it as approachable as ordering a fruit basket.

Logistics: The Secret Sauce of Same-Day Delivery

Edible Brands’ existing infrastructure, covering 70% of U.S. households within an hour, is a game-changer for Edibles.com. The company’s franchise network, honed over decades of delivering chocolate-dipped strawberries, enables same-day or next-day delivery, a rarity in the cannabis space. Launched first in Texas, the platform plans to expand to Florida, Georgia, and other legal markets, with select products available for nationwide shipping. This logistical prowess, combined with a user-friendly e-commerce site, creates a consumer experience that feels more like shopping for gourmet gifts than navigating the opaque world of cannabis.

Education as a Cornerstone

The hemp industry’s rapid growth has left many consumers bewildered by terms like THC, CBD, and CBG. Edibles.com tackles this with a robust education center, offering guides on cannabinoids and their effects. “We want to dispel myths and confusion,” said Thomas Winstanley, executive vice president of Edibles.com, in an interview with The Atlanta Journal-Constitution. Winstanley, a cannabis industry veteran from Theory Wellness, emphasizes accessibility, ensuring the platform feels like a mainstream CPG website rather than a niche dispensary. This focus on education aligns with industry trends: a 2024 Leaflink study found that 14% of cannabis sales ($4.5 billion) come from edibles, with informed consumers driving demand.

Navigating a Patchwork of Regulations

While hemp’s federal legality provides a broad canvas, state-level restrictions pose challenges. California’s recent ban on THC-containing hemp products excludes Edibles.com from that market for now, and a proposed Texas bill could ban all THC products, threatening the platform’s launch state. Despite these hurdles, Edible Brands remains optimistic. “Bans force good actors out and allow illicit operators to grow,” Winstanley argued, advocating for regulation over prohibition. The company’s compliance-first approach, including age verification and adherence to the 0.3% THC limit, positions it to weather regulatory shifts while expanding into states like Georgia and Florida.

A Brick-and-Mortar Vision

Beyond e-commerce, Edibles.com is disrupting the hemp retail landscape with a flagship store planned for Atlanta’s Inman Park neighborhood. This 500-square-foot “bodega-style” location, set to open in 2025, will serve as a prototype for a limited franchising program. Unlike smoky head shops, the store aims for a premium, wellness-focused vibe, offering a curated selection of THC-infused products. “We want it to feel elevated, not like a gas station,” Winstanley told Forbes. This move democratizes access to the THC market, historically restricted by regulatory barriers, and leverages Edible Brands’ franchise expertise to scale responsibly.

Industry Impact and Mainstream Momentum

The launch of Edibles.com signals a broader trend: cannabis is going mainstream. Jake Bullock, CEO of Cann, called it “a defining moment for the hemp industry,” predicting long-term growth driven by trusted marketplaces. This sentiment echoes recent moves by other platforms, like DoorDash, which began offering hemp-derived THC products in 2024. Edible Brands’ entry also builds on its 2019 foray into CBD edibles, a non-psychoactive precursor to its THC pivot. With 24 states legalizing recreational marijuana and hemp products gaining traction, the company’s timing capitalizes on shifting consumer attitudes, where 75% of cannabis users see mainstream brand involvement as a sign of legitimacy.

Challenges and Opportunities Ahead

Despite its promise, Edibles.com faces a complex landscape. The hemp industry’s $28 billion valuation comes with growing pains, including quality control issues and regulatory pushback. In Georgia, a 2024 law restricted hemp sales to those over 21, while Texas’ proposed ban looms large. Edible Brands mitigates these risks by focusing on compliance and education, but the lack of federal clarity on cannabis remains a hurdle. On the opportunity side, the company’s SEO advantage—owning the “edibles” keyword—drives organic traffic, and its franchise model offers scalability. Silber emphasizes diversification, noting that hemp is just one pillar of Edible Brands’ growth strategy.

A Fruitful Future?

Edibles.com represents a daring evolution for Edible Brands, blending its gifting heritage with the burgeoning hemp market. By prioritizing quality, education, and accessibility, the platform addresses consumer pain points while leveraging the company’s logistical and branding strengths. As it expands online and into brick-and-mortar retail, Edibles.com could reshape the hemp industry, making THC products as mainstream as fruit bouquets. While regulatory challenges persist, the company’s cautious optimism and strategic vision suggest a future where cannabis edibles are as commonplace as chocolate-dipped strawberries. For now, don’t expect a hemp gummy bouquet—but Silber hints that a collaboration between Edibles.com and Edible Arrangements might not be far off.

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