GARDEN TO GUMMIES

“I wanted it to be an enjoyable gummy experience,” Al-Naser said. “Like going out and buying a candy that you liked.”

After various configurations and test kitchens with friends and family, Raw Garden decided on a single SKU with five flavors, a flavor mix popularized by the likes of Skittles, Chuckles and other well-known candy brands, but fairly unique in the marijuana industry.

“As a consumer myself, I didn’t like the monodynamic aspects of purchasing a single flavor. It’s just boring,” Al-Naser said.

Each 100-milligram package includes 20 gummies with 5-milligrams of THC.

Raw Garden’s strategy is trying to appeal to more consumers, particularly younger generations and non-smokers, while avoiding the challenges of managing multiple SKUs.

“Gummies just felt like a fun opportunity to engage with a new demographic, but also provide our existing customer base a fun new product from the brand,” said Al-Naser, who enjoys the product’s mobility and discreteness when he doesn’t have the time or place for a smoking session.

“Munching on these slowly throughout the day is a really great supplement to smoking when I can’t have a midday dab.”