IBIE 2022 09 18 - 18

IBIE SUNDAY
BAKED GOODS PROVIDE OPPORTUNITY FOR THC AND CBD
The challenges facing the category also guide the trends.
WHILE THE CANNABIS and CBD bakery
market is growing, it is not without
challenges.
" It's an exciting category, but
it can be full of hurdles and issues, "
said Jerry Smiley, founder and partner
of Strategic Growth Partners.
Mr. Smiley will be presenting
on " Cannabis Trends in Bakery " in
the Cannabis Central Pavilion at IBIE
2022, on Tuesday, Sept. 20 at 1 p.m.
The patchwork of legality and
regulation is one of the tallest hurdles
any bakery trying to endure
the cannabis market must clear.
While cannabis and CBD remain
federally illegal as ingredients in
food, producers must deftly navigate
a patchwork of state regulations.
Bakers must also endure
intense testing to ensure that each
edible produced is delivering the
dosage of cannabis or CBD claimed
on the packaging.
Then there is the foundational
challenge of taste. Adding cannabis
or CBD to a baked good has a flavor
impact, and taste is king when
it comes to repeat purchases.
It's not surprising then that
these challenges inform the trends
in cannabis bakery. Shelf life, dosage
control and flavor masking are
three of the trends guiding cannabis-infused
baked goods.
Brownies, bars, cookies and
Rice Krispies Treats all perform
well in the bakery category. These
products lend themselves to a longer
shelf life and their easy portion
control provides a clear way
to manage dosage. Their indulgent
nature also makes them prime candidates
for hiding the unique taste
of cannabis and CBD.
" Bakery offers a great means
for delivering CBD or THC because
it's already an indulgent product, "
explained June Smiley, senior analyst,
Strategic Growth Partners. " If
you're having an indulgent brownie
and whether it calms you down
or gets you high, that's a great opportunity.
If we can get products
that don't taste like cannabis and
deliver on their promises, that provides
an entire experience. It's not
just a product. "
As this category grows, new certifications
and packaging will also
influence future needs and trends. *
- Charlotte Atchley, Baking & Snack
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IBIE 2022 09 18

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