Shifting Perspectives: The Rise of Cannabis-Infused Edibles and the Challenges Ahead

Until recently, the general public’s view of marijuana was heavily influenced by pop culture and the stigma associated with drug use. However, with nine U.S. states and the District of Columbia having legalized recreational marijuana, and an additional 12 states contemplating legalization this year, perspectives are shifting. Increasingly, consumers are looking for cannabis-infused food products that contain CBD, a compound known for alleviating headaches, anxiety, and joint pain, rather than focusing solely on THC, the psychoactive component. “There’s a lot of positive public perception and consumers are gaining an understanding of the benefits of cannabis in improving lives,” noted Shehzad Hoosein, vice president of Cannabistry Labs, at the IFT18 conference in Chicago. He mentioned that approximately 35,000 businesses currently operate legally within the marijuana product sector, with expectations for this market to nearly double in five years. The U.S. edibles market alone saw sales soar to over $180 million in 2016, according to Arcview Market Research, a trend that many believe will significantly impact the food and beverage industry. “We think cannabinoids will emerge as a new category of functional ingredients, akin to probiotics, omega-3s, or flavonoids,” said Justin Singer, CEO of Stillwater Brands. “I believe the wellness aspect of cannabinoids far outweighs the intoxication side.”

Nonetheless, industry experts agree that cannabis-infused foods and beverages face numerous challenges before achieving mainstream acceptance. In addition to consumers’ lingering negative perceptions, regulations present a formidable obstacle. Hoosein expressed concern that the cannabis industry’s poor record on food safety and its history of promoting edibles as miracle cures could attract scrutiny and backlash from the FDA. Last year, the FDA targeted four companies marketing marijuana-based supplements as cancer treatments, highlighting one of the most prevalent and problematic unverified claims in the cannabis market. “Products containing marijuana components will be treated like any other product making unproven claims to shrink tumors,” FDA head Scott Gottlieb stated in a news release. “We won’t allow companies to market items that exploit sick individuals with unfounded assertions that their substances can cure cancer.”

Due to situations like this, cannabis food and beverage producers must exercise extreme caution when promoting their products’ health benefits, or risk being labeled as fraudulent by both regulators and consumers. “It only takes one incident for regulators to intervene, so we must act responsibly to ensure these products are safe,” Hoosein warned. The burdensome state regulations have already made it difficult for edible manufacturers to cover the licensing fees and taxes associated with commercialization, which can amount to several million dollars before any products hit the market, posing a significant challenge for small businesses. Furthermore, safety standards can vary drastically across states where edibles are permitted. As cannabis science and regulatory expert Sanford Wolgel noted, “Both Illinois and Colorado classify cannabis-infused edible product manufacturers as foodservice establishments rather than food processors, which is a significant distinction.”

Smoke Wallin, president of California-based Vertical, shared that his team must navigate various regulatory requirements across the states they operate in, including California and Arizona, while maintaining partnerships in Colorado, Oregon, and Michigan. Wallin mentioned that this can be demanding, similar to how alcoholic beverage manufacturers must comply with different liquor laws from state to state. “We have to modify our packaging for each state to meet their specific regulations,” he explained. “California has some of the most stringent testing requirements. Once a product is packaged, a testing company must randomly sample it on-site, take it off for testing, and only if it passes can we sell it at retail.” While this process is labor-intensive, Wallin’s company supports it, as high standards are essential for the edibles industry to establish credibility.

Despite this, Wolgel contended that the regulations being created for this industry often stem from individuals who lack a comprehensive understanding of the food sector, resulting in inefficiencies and safety testing gaps. “While the legislative bodies involved have good intentions, the current laws and regulations in this industry fall short of best practices,” he commented. Susan Audino, a consultant for chemical and biological laboratories, reiterated this point during an IFT18 session, noting that Arizona does not mandate finished product testing for cannabis-infused foods, a common oversight among states where marijuana is legal. “Edibles are not held to the same standards as conventional food, pet food, or animal feed in our country,” Audino said. “In fact, my 30-acre alpaca farm, with 45 alpacas, has stricter food safety standards than my neighbors who are using cannabis.”

To ensure the long-term viability of this emerging segment, edible producers must remain vigilant in their safety practices, marketing strategies, and consumer education, according to Hoosein. Wolgel added that this also involves preparing for future FDA regulations by establishing robust production protocols and product standards. “Forward-thinking companies must begin considering best practices and striving for gold standards, such as FDA compliance,” he stated. However, adhering to regulations and producing safe products alone will not guarantee the mainstream success of cannabis edibles, as the panelists concurred. Consumers need to feel in control of their marijuana experience and assured of consistent product effects, emphasized Singer.

Additionally, manufacturers should focus on creating products and marketing strategies that resonate with individuals who may never have used marijuana. “It’s crucial to present these ingredients in forms that don’t compel individuals to identify as drug users. Someone who has seen marijuana solely as a drug might hesitate to smoke a joint,” he explained. “But if you offer it in a familiar form like tea, which they already consume for its benefits, it helps them overcome that mental barrier and shifts the focus to whether it actually helps them.” Currently, Hoosein feels the edibles market has not yet met these expectations. “In food, our main concerns have been taste, texture, and aroma—whether customers feel satisfied. Now we must also consider efficacy. How do they feel after thirty to forty-five minutes? Does it align with a specific biochemical response, in addition to the flavor?” he queried during the IFT18 panel. Both Singer and Hoosein acknowledged that inconsistency in effects and a desire for quicker responses are among the most common consumer complaints.

With edibles, the onset can take up to an hour, which many consumers find unappealing. Companies like Stillwater Brands are addressing this issue by developing micro-doses of both THC and CBD in their products. For instance, Stillwater offers 2.5 milligrams of cannabinoids in each serving, compared to the industry standard of 10 milligrams, which can intimidate novice users. The delivery method of these micro-doses is also crucial, according to Singer. His brand’s water-soluble technology allows consumers to feel effects at three different points of digestion: under the tongue, through the small intestine, and via the liver, enabling the onset of effects as quickly as 15 minutes after consumption. This is a significant shift from traditional edibles, which are fat-soluble and only take effect after reaching the liver. The precision of this method is attracting both seasoned users and newcomers seeking natural wellness options. “People are moving away from smoking. Combustion is unpleasant and imprecise; you can’t know how much is absorbed into your lungs,” Singer remarked. “The advantage of an edible, when done right, is that it delivers an exact dose—no more, no less than what is advertised.”

Hoosein expressed that companies poised to lead this market will proactively address future consumer needs and develop even more targeted applications for cannabinoids in food. “Can we envision the future 10 to 15 years from now and predict what consumers will want? Can we figure out how to deliver that?” he asked. “How do we achieve that transformation? We may eventually be able to control the timing of effects and offer precise dosing that effectively addresses issues like joint pain or nausea.” He emphasized that for the cannabis industry to advance, it must elevate the talent pool and collaborate with sectors like pharmaceuticals to drive significant innovations. “My belief is that the solutions are out there and will emerge from various industries. The technology and science exist; if we can combine them from different sectors, we can create something entirely new. In the cannabis industry, there are no existing paradigms; everything can be built from the ground up, including the use of calcium citrate only for specific formulations.”