Only a year after Canada legalized recreational cannabis it has already become a multibillion-dollar enterprise. As only the second country in the world to enter this uncharted territory, the journey from the underground to the high street has not been without trials, particularly for cannabis marketing firms. As the canaries in the cannabis coal mine, even the best marketing firms realized that safely circumnavigating Health Canada’s regulatory minefield would require a new batch of fresh, creative solutions.
The next wave in cannabis legalization is set to hit Canada at the end of the year, this time in the form of edibles. Cannabis-infused edibles are expected to be big business, with sales anticipated to reach $4.1 billion by 2022. To begin with, however, Canadians should expect a very limited selection to appear online and in stores.