The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Cann has expanded its beverage portfolio with the launch of 0MG, its first zero-THC collection, as the brand looks to broaden its appeal beyond cannabis consumers and reach more everyday drinking occasions.

The new range comprises two flavours – Blood Orange Cardamom and Lemon Lavender – formulated with magnesium, electrolytes, L-theanine and passion flower.

The launch extends Cann’s flavour-led approach into a zero-THC format, while retaining the brand’s focus on premium ingredients and functional formulations.

Blood Orange Cardamom combines citrus and sweet spice with blood orange juice, while Lemon Lavender, one of Cann’s established flavour combinations, is sweetened with agave.

The company said the launch is intended to create an alternative for consumers looking for a non-alcoholic beverage option, while also allowing Cann to expand into new retail channels and markets.

Jake Bullock, CEO and co-founder of Cann, said: “Debuting a zero-THC beverage, and taking a successful play out of alcohol’s book, allows us to reach more consumers where they’re already shopping, expands our retail distribution, and grows our awareness to new heights. This extension allows us to create something that remains true to the way people want to drink now – with or without THC.”

The 0MG collection will be available through Cann’s website from 9 July, with in-store availability scheduled to begin in August.

Cann’s wider portfolio includes microdosed THC beverages available in multiple formats and dosage levels, including cans, liquid packets and 750ml bottles. The company said its products are designed for adults aged 21 and over and are distributed through online, retail and dispensary channels subject to applicable regulations.