Edible Arrangements, know for its colorful fruit bouquets, rebranded as Edible Brands in late 2023. Now the company is leaning into potential confusion around its name with the debut of an ecommerce marketplace focused on hemp-based products — Edibles.com.
The site launched in Texas on March 20, and Edible Brands plans to quickly expand it to other markets where hemp products are legal across the Southeastern U.S., including Florida and Georgia. Products include THC-infused drinks, chews and wellness enhancers. Some products will be available for nationwide shipping where legally permitted.
And the new brand won’t remain relegated to the digital realm for long — the company also is planning to open an Edibles flagship store in Atlanta’s Inman Park neighborhood that will serve as a prototype for a limited franchising program. Edible Brands’ core business, Edible Arrangements, also operates under a franchise model and online via EdibleArrangments.com.
Edibles.com Aims to Enhance Access, Education Around Hemp Products
Somia Farid Silber, CEO of Edible Brands, mentioned the potential for this kind of expansion in an interview with Retail TouchPoints back in 2024. When asked if the team was worried that dropping “Arrangements” from its name might cause confusion, Farid Silber said, “We do worry; in fact, it happens quite a bit in our stores, especially in the states where cannabis is legal. Stay tuned; it’s definitely a category we’re looking at and keeping an eye on, more from a health and wellness angle, just to see if there’s any opportunity for us to play there as we start to see more widespread legalization over time.”
Advertisement
That time has clearly come. The endeavor is being led by cannabis industry veteran Thomas Winstanley, as EVP of Edibles.com. Winstanley was previously the Chief Marketing Officer of East Coast cannabis dispensary Theory Wellness.
“The hemp industry is evolving rapidly, but consumers still face challenges with perception, education and accessibility,” said Farid Silber in a statement. “We needed a leader with deep expertise in brand-building and regulatory navigation, and Thomas is the ideal choice to bring our vision for Edibles.com to life. His ability to create seamless consumer experiences — integrating product innovation, operations and retail — sets him apart. We’re making it easier than ever for consumers to access premium, vetted products with the convenience they expect today.”
“Edible Brands’ wellness-driven approach aligns with the evolving future of this category,” added Winstanley in a statement. “With our robust infrastructure and nationwide footprint, we are uniquely positioned to accelerate industry growth. Joining an organization that prioritizes consumers, advocacy and innovation allows us to strengthen and shape this emerging market.”
Despite being an estimated $28 billion market, the hemp industry faces consumer challenges due to a market saturated with products that lack consistent quality and testing standards. Edibles.com aims to tackle this head-on with a robust education center, reliable delivery and partnerships with category innovators such as Cann, Wana and 1906.
“This is a defining moment for the hemp industry,” said Jake Bullock, Co-founder and CEO of Cann in a statement. “A high-quality marketplace like Edibles.com has the power to reshape the future of THC products and drive the long-term industry growth we’ve all been working toward.”
