Organigram begins selling Edison Re:Mix powder
2020-11-17 07:00 ET - News Release
Mr. Greg Engel reports
ORGANIGRAM LAUNCHES EDISON RE:MIX RAPID DISSOLVABLE CANNABIS POWDER
Organigram Holdings Inc. has launched Edison Re:Mix dissolvable cannabis powder. Re:Mix is the latest innovation from the Company's Edison brand portfolio of products, offering Canadian adults the opportunity to enjoy cannabis their way.
Rapid dissolving and discreet formulations offer consumers highly customizable cannabis beverage experience;
Nanoemulsion formula offers improved absorption compared with traditional edibles;
Estimates suggest Canadian recreational cannabis beverage market represents $467-million category opportunity (i).
The convenient prepackaged powder format makes it easy to mix Edison Re:Mix into beverages quickly and discreetly, so the product can be enjoyed, based on the consumer's own preference, in a wide variety of settings and on occasions of their choosing.
"Edison Re:Mix showcases the creativity, focus and expertise of Organigram's product development team and reinforces our company commitment to growth through innovation," says Greg Engel, chief executive officer, Organigram. "We have developed a process and product that blend science and individual tastes to help adult Canadians explore new, personal cannabis experiences."
Key features of Edison Re:Mix include the following:
Customizable: Re:Mix can easily be added to almost any beverage, transforming it into a cannabis-infused drink in a matter of seconds (ii).
Rapid: Re:Mix dissolves rapidly into beverages for a quick, straightforward cannabis experience. In addition, the nanoemulsion formula provides improved absorption compared with traditional edibles, like a brownie or an ingestible oil.
Discreet: Re:Mix is odourless and mixes in clear to most drinks, making it a discreet addition. It also contains no added flavour.
The results of a recent Organigram survey suggest a significant majority of current cannabis consumers (74 per cent) would prefer to add cannabis to their beverages by themselves (versus a premixed beverage). The discreet nature of the product also addresses consumer concerns related to open cannabis consumption.
As previously announced, Organigram's researchers have developed a proprietary nano-emulsification technology that generates nano-droplets which are very small and uniform; this provides improved absorption compared with traditional solid edibles, potentially allowing for a more reliable and controlled experience.
With traditional edibles, beverages and ingestible oil-based extracts, the body spends significant time breaking down fat-soluble cannabinoid particles which are then absorbed and metabolized in the body before the effects are felt. This lengthy process can result in accidental overconsumption and undesirable experiences.
The nanoemulsion technology is also anticipated to have increased stability to temperature variations, mechanical disturbance, salinity, pH and sweeteners. The powdered formulation holds the potential to offer consumers a measured dose of cannabinoids which they can then add to liquid, such as a beverage of their choice, while also offering the discretion, portability and shelf life expected of a dried powder formulation.
Market opportunity
According to recent sales data in Colorado, cannabinoid-infused powders have rapidly risen to the top of the beverage category in popularity, representing 55 per cent of the state's beverage market sales. In fact, 46 per cent of cannabis consumers reported enjoying cannabinoid-infused beverages multiple times a day (iii).
In Canada, the recreational cannabis beverage market is expected to increase by 15 times its current market size over the next five years (iv).
Edison Re:Mix availability
Edison Re:Mix is available in three formats:
Two sachets with five milligrams of tetrahydrocannabinol per sachet;
Two sachets with 5:5 mg THC:CBD (cannabidiol) per sachet;
Five sachets with 10 mg CBD per sachet.
Edison Re:Mix will be available in certain provincial retail stores this month.
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