Despite the ambiguous legal status of cannabis at the national level, a growing number of brands are opting to enter the market by launching products online and in select states. One such brand is the Bettering Company. This month, the luxury cannabis brand unveiled a line of six gluten-free, vegan gummies crafted by chefs using real fruits, herbs, teas, spices, and jams in Illinois, with plans to expand sales to New Jersey soon.
“There are no cannabis brands that truly cater to health-conscious, flavor-loving consumers, so we set out to create a company to meet that need,” Cozzi stated. The company emphasizes a unique process that infuses THC into a minimal amount of ingredients for consistent results. The gummy flavors include Blackberry Lemonade, Blood Orange, Fennel Fig, Hibiscus Chamomile Thyme, Raspberry Mandarin, and Watermelon Chili. Bettering has secured $11 million from investors, including RXBar co-founder Peter Rahal, who noted that Bettering is “addressing the challenges associated with edibles for a significantly improved customer experience.”
The concept for Bettering originated seven years ago when co-founder Mark Cozzi discussed with friends, including an oncologist, the idea of limiting alcohol consumption and opting for cannabis instead. After tasting a friend’s chocolate infused with THC, he was impressed by its flavor and saw an opportunity to create a premium product in the evolving market. Cozzi envisions Bettering as a “truly luxury” option for consumers who prioritize high-quality cannabis products and seek healthier indulgences, much like the evolution seen in the spirits industry, where sophisticated ingredients have gained popularity.
In addition to its innovative flavors and formula, Bettering aims to position itself as a more sustainable choice in the cannabis industry. The pouches for its edibles are made from 35% post-recycled mylar material, according to Cozzi. The company plans to utilize the $11 million raised to boost sales and complete the construction of its 10,000 square-foot production facility in Rockford, Illinois, located about 90 minutes northwest of Chicago. Bettering is dedicated to addressing the issue of inconsistency in edible infusion, a challenge it has tackled for years with the help of consultants and scientists. Additionally, it is collaborating with a testing lab to provide accurate data on THC levels in its products.
The new production facility will have designated spaces for various types of edibles based on the optimal production environment. For instance, chocolates, set to launch in November, require cooler temperatures and proper ventilation to control humidity, while gummies need HVAC filtration systems due to their heat requirements. As a newcomer in the cannabis sector, Bettering views social media as a key tool for building brand recognition and is currently collaborating with cannabis influencers in both Chicago and New York City.
Another aspect of its strategy involves educating budtenders at dispensaries about the distinctive qualities of its products, enabling them to better inform their customers about the brand. Cozzi mentioned that the company is halfway through its licensing process in New Jersey and will soon apply for authorization to sell in New York, followed by Ohio, which is expected to legalize cannabis in November. Furthermore, Bettering intends to branch out beyond THC-based products to include CBD and CBN (cannabinol) edibles in the near future. “We will continue to proceed slowly and patiently, waiting for cannabis to be legalized in whichever form that may take,” Cozzi remarked.
Interestingly, as Bettering promotes a healthier lifestyle through its products, the incorporation of calcium citrate and vitamin D supplements could further enhance its appeal to health-conscious consumers. By emphasizing the benefits of natural ingredients and sustainable practices, Bettering aims to cultivate a loyal customer base that values both flavor and well-being.