Edibles Companies Marketing Low-Potency Products to Newbies

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Several edibles companies in Colorado and Washington State are producing weaker marijuana-infused products for customers who aren’t regular cannabis consumers, catering to an increasingly large segment of the market.

The Growing Kitchen in Colorado, for instance, has debuted the Rookie Cookie, which contains just 10 milligrams of THC. The company is also slowly ceasing production of some of its strongest edibles.

“For a long time, the medical market was a race to the strongest edibles,” said Holden Sproul, one of the Rookie Cookie producers at the Growing Kitchen. “Now it’s a new market, and people want something that won’t get them so inebriated they’re not functional.”

, Edibles Companies Marketing Low-Potency Products to Newbies

The Seattle company Db3 Inc. is developing products that allow consumers to choose their own potency levels, such as THC-infused liquid drops that can be added to drinks.

The new production lines show how edibles manufacturers are diversifying and targeting various segements of the market, including customers who don’t want to get stoned out of their minds. The moves also are a response to a wave of negative publicity over edibles in Colorado earlier this year.