Bhang Inc said it has teamed up with California-based Lyfe Productives (LP) as part of its strategy to further develop and add to its THC edible offerings.
LP is one of the top-five product development firms in the US, from the non-cannabis world, with clients in arts and culture, city planning, entertainment, and education.
The firm specializes in connecting brands with specific audiences and is particularly well-known for its ability to build and develop product lines and brands from conception to commercialization.
READ: Bhang announces expanded partnership with US-based Trulieve Cannabis
"Our strategy is a three-legged stool," said Bhang CEO Jamie Pearson in a statement.
"We are focused on winning the California market, expanding into new markets, and developing innovative and excellent products to capture more retail shelf space everywhere we're located. We have solidified Bhang as one of the world's leading cannabis brands, but as favorable legislation continues to roll out across the U.S. and into other countries, we look forward to blazing the trail in new subcategories, just as we have with our award-winning Bhang chocolates."
In addition to product development, Bhang said LP is also layering additional marketing and communication efforts in its media mix.
"They have their own marketing and social media channels," said Jessica Hooper, deputy director at LP. "… but our agency is well-connected with budtenders, review sites, subscription box services and newsletters, allowing clients to skip past the draconian restrictions levied on cannabis companies. Bhang and LP are working together to manage the social buzz, and connect the brand directly to opted-in, highly-interested edibles consumers."
Bhang said it retained LP to develop a specific set of products in 2021 and will be releasing details around these upcoming product initiatives in the coming months.
Bhang has an extensive portfolio of over 50 master-chef-created cannabis, CBD and terpene products including gourmet chocolates, pre-rolls, CBD isolate, and Hempsticks. Its highly-awarded chocolates are among the top-selling edibles in seven US states and Canada.
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