Edible Bets on the $28B Hemp Market—Here’s What That Means for CPG Ops

Edible Arrangements—the brand known for its fruit bouquets and chocolate-dipped strawberries—is making a bold pivot. Once seen as a go-to gift for grandparents or last-minute holidays, the company is now staking a claim in one of the fastest-growing segments of the wellness industry: hemp.

The global hemp market is currently valued at $28.4 billion, and it's expected to grow to over $47 billion by 2028, according to Statista. With that kind of trajectory, it’s no surprise that legacy brands like Edible Arrangements want in.

From Fruit to Flower: The Launch of Edibles.com

In 2023, Edible Arrangements began a rebrand effort to shake its "old-school gifting" image. In an interview with Retail Brew, CMO Kevin Keith explained that the company is committed to refreshing its image and proving to younger buyers that Edible is more than just fruit bouquets.

That rebrand now includes a major new initiative: Edibles.com, a marketplace focused on hemp-derived THC products. The site offers curated cannabis-adjacent products, including well-known names like Cann—distributed by Pantry client Kiva Sales and Services, the leading cannabis distributor in California.

The initial launch is limited to Texas, but Edible has plans for a wider rollout, including Florida, Georgia, and additional Southeastern states. According to CNBC, the brand is even exploring brick-and-mortar retail locations dedicated to hemp products.

Franchising Meets Cannabis

Edible has an established infrastructure with over 1,000 franchise locations nationwide. That positions it uniquely to enter the hemp space at scale. Per CNBC, the company is conducting rigorous supplier audits to ensure products meet or exceed compliance and safety standards. Orders placed through Edibles.com will be fulfilled through its franchise network, creating a hybrid model of centralized e-commerce and localized distribution.

Navigating Compliance with Scalable Ops

The move into hemp is exciting, but it also presents serious operational challenges. Hemp-derived THC products exist in a complex, state-by-state regulatory landscape. Brands entering this space need robust systems to forecast demand, track inventory across multiple jurisdictions, and stay audit-ready at all times.

That’s where operations platforms like Pantry AI play a critical role. We’ve seen firsthand how challenging it is to scale in a regulated environment—and how much easier it becomes with the right tools. Our work with leading cannabis distributor Kiva Sales and Services has helped them streamline their sales ops, integrate compliance workflows, stay ahead of demand surges, and epand to new markets.

As Edibles.com expands, success will hinge on its ability to balance rapid growth with strict regulation. Brands looking to follow suit should take note: you can’t scale in hemp without serious operational muscle.