PAX expands into edibles market with live rosin gummies
PAX, a leading vaporizer brand, is getting into the edibles game. The company is introducing three summer-inspired flavors in its new live rosin gummies line: Heirloom Peach, Wild Strawberry, and Summer Mango.
The vegan and gluten-free gummies are crafted with real fruit and are free from artificial flavors or colors. Each package of PAX Live Rosin gummies contains 100 milligrams (MG) of THC broken into 5 mg servings.
PAX is launching its line of live rosin gummies in the Massachusetts market, with plans to expand into California, Colorado, and New York later this year. After becoming well-known for an array of portable vaporizers and its proprietary pod system, the brand sought a way to capitalize on the growing demand for edibles.
To commemorate the gummies’ debut, PAX partnered with popular Boston bakery Blackbird Doughnuts to create custom (non-medicated) doughnuts featuring fruit glazes meant to compliment PAX’s new flavors. The confections will be available at future retail activations and events like The Flower Expo.
In an increasingly crowded marketplace, flower and vape brands are specifically searching for ways to stay relevant as consumer demographics shift. With edibles steadily capturing more market share, accounting for over 12 percent of all cannabis sales in the U.S. and climbing, it makes sense that global brands like PAX would want to broaden their audience reach.
According to New Frontier Data, “In 2022, 17% of consumers said that edibles were their most frequently used form of cannabis, and 22% said it was their favorite form. In 2023, that rose to 21% and 25%.”
“We’re focused on bringing products to market that directly meet the needs and evolving preferences of consumers, which in this case, means carefully selected real fruit ingredients and solventless, full spectrum rosin that not only deliver high quality and purity, but are a truly delicious experience,” said Brian Witlin, vice president of product development at PAX, in a press release obtained by GreenState.
As more markets come online and federal marijuana legalization looms, canna-curious individuals are more likely to are more often drawn to the plant through means that are familiar and non-threatening. Edibles are often the first point of contact for new consumers, and established brands like PAX will likely reap the benefits.