No brand has built as much recognition outside the industry as has Cookies.
Cookies was founded by Berner, a Bay Area rapper and budtender who has risen to the status of cultural icon, amassing close to 2,000,000 followers on social media.
(📸 / Berner)
Berner began working in dispensaries as a budtender, and used his insight into what really moved products to climb the ranks—moving up to Head Buyer in a very short period of time.
With this early experience as his foundation, Berner was able to spot an opportunity in greater product differentiation, and the need for cannabis products to be marketed more effectively in order to build brands.
Being the hustler he is, Berner got right down to work instead of waiting for someone else to solve this problem.
Since then, Cookies has become one of the most valuable cannabis brands in the 🌍, if not the most valuable, with a presence on multiple continents.
With no shortage of ambition and a stellar management team in place, I expect to see Cookies continue to build on its success.
Expanding beyond cannabis
At the tail-end of last year, Cookies announced on social media that it would be releasing a product called “Caps by Cookies,” seemingly on the heels of Oregon’s announcement that it would decriminalize all drugs.
At the time it was widely perceived that Cookies was on track to enter the psychedelics space by offering micro-doses of psilocybin (one of the psychoactive compounds in magic mushrooms).
Instead, Cookies has entered the adaptogen or medical mushroom space—an industry that has experienced explosive growth in recent years as more and more people around the world become aware of the many benefits these products have to offer.
This new product line is a collaboration between Cookies, Nammex, Tony Verzura of Blue River Terpenes and Extracts, and Jeff Chilton—with the company debuting two SKUs that are expected to become available later this year: Clarity and Bed Head.
(📸 / Cookies)
Clarity is aimed at consumers looking for a boost in the morning or afternoon without having to turn to energy drinks or similarly unhealthy products.
Clarity contains two mushroom species (Lion's Mane and Cordyceps), plus two cannabinoids (CBG, CBD), and a number of terpenes: α-Pinene, Limonene, β-Pinene, α-Phellandrene, Terpinolene, Nerolidol, Nerol.
As someone who consumes lion's mane daily, I personally find it to be very helpful in improving my level of focus and an excellent alternative to caffeine.
“I've been using these capsules for a little under a year. The daytime cap opens your mind for the focus. Your heart isn’t racing, not like you’re taking yerba mate or some coffee. It's kind of a more mental clarity. But at the same time, my anxiety has been down from the CBG” — Berner, to Forbes
(📸 / Cookies)
Bed Head, on the other hand, is intended to do exactly as its name would suggest: to help consumers get a better night’s sleep.
This product has a long list of ingredients, many of which I’ve tried in the past.
Bed Head contains five mushroom species (Chaga, Maitake, Reishi, Shiitake, and Turkey Tail), two cannabinoids (CBD, CBN), and a number of terpenes: Linalool, Limonene, α-Phellandrene, β-Caryophyllene, Citronellol, Nerolidol, Naphthalene, Myrcene, Nerol, Citral, Valencene, Caryophyllene Oxide.
“Sleep is something I just don't get. And melatonin is just a little too intense for me. And I'm not going to take some Nyquil or Xanax.
This combination has been good for me, and I think it's going to be great for the average man that works like we work.”
(📸 / Cookies)
Why this product makes perfect sense ✔
First and foremost, not everyone is interested in consuming THC. And although the effects of CBD are usually great in the beginning, it doesn't take long for individuals to build a tolerance, thereby reducing its effect.
Some consumers are happy to accept these diminishing effects; but a large percentage of consumers I’ve spoken with said they’d simply stop consuming CBD.
This is one of the primary reasons I view this approach by Cookies as a stroke of genius.
As someone who consumes many of the compounds in these products on a daily basis, I can tell you that their effects are much more pronounced than CBD alone.
This is a perfect example of the “entourage effect” in practice—a term that loosely defines the relationship between terpenes and cannabinoids in cannabis. A better way to put it may be that the total is greater than the sum of its parts. Sometimes 1+1 = 3.
What the future holds🚀
The company has already announced plans to create THC versions of these products.
“We're going to ease into the market. Mushrooms are important to us because any kind of alternative medicine is important to us. That's what we focus on. A THC version will follow.”
As to whether Cookies will eventually create a psilocybin version of this product, the odds seem very high.
“Our products are not psychotropic or psychedelic… yet.”
The primary problem I see Cookies facing is simply educating consumers on the benefits of these products. But given the number of stores Cookies has already opened, I can’t see this being a problem for long.
In hindsight, I’m betting on this being one of the smartest decisions Cookies has made so far in their pursuit of creating the most iconic cannabis brand in the world.
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