Georgia-based consumer-brands firm Edible Brands—best known for its franchise chain Edible Arrangements fruit baskets—is making a bold move into the hemp-derived THC space with the launch of its new e-commerce platform Edibles.com. The company is positioning itself as a wellness-oriented marketplace offering hemp-THC products from top brands, and is leveraging its national logistics network to reach a broad audience.

Below is a look at the timeline, what Edibles.com offers, why this matters, and what the implications are for the hemp/THC category.

Timeline of Key Events

• March 20, 2025: Edible Brands formally announces the launch of Edibles.com, a “first-of-its-kind” online marketplace for hemp-derived THC products, curating brands like Wana Brands, Cann and 1906. The pilot launch takes place in Texas. THE RELEASE: PR Newswire
• March–April 2025: The pilot Texas rollout begins, offering delivery of hemp-derived THC chews, drinks and consumables to areas where legal. READ ABOUT: Marijuana Moment
• September 18, 2025: Edibles.com announces a nationwide expansion, stating it will service over 65 % of U.S. households, introduce same-day local delivery in select markets (Florida, Georgia, North Carolina, Texas) and broaden its partner brand portfolio to include Wyld and Kiva Confections.
• September August/September 2025: Media reports highlight the expansion into some 30 states, and note regulatory challenges in some markets (e.g., Texas and states moving to restrict hemp-THC). READ ABOUT: AJC

What Edibles.com Offers

Edibles.com is modeled as a wellness-driven, curated online marketplace for hemp-derived THC products. Some of the key features:

• Brands: Includes recognized names such as Wana, Cann, 1906, Wyld and Kiva Confections—brands previously focused heavily on cannabis or regulated markets.
• Formats: Gummies, chews, beverages (hemp-THC infused), and other ingestible formats (excluding inhalables in some markets). The company emphasizes chewable and drinkable formats rather than flower or vapes.
• Delivery model: Direct-to-consumer shipping to states where hemp-THC is legal; same-day local delivery in select markets; future retail presence planned. READ MORE: Digital Commerce 360
• Wellness orientation: The consumer experience is framed around effects (Sleep, Relax, Uplift, Energy) rather than pure intoxication. In CEO commentary: “health not high.” READ MORE: The Washington Post

Why This Move Matters

1. Mainstream brand entering hemp-THC: Edible Brands is not a weed startup—it operates the ubiquitous Edible Arrangements franchise network. By entering hemp-THC, it brings a recognizable, trusted brand into a category often plagued by quality scrutiny. READ MORE: Forbes
2. Supply chain & logistics advantage: The company already has a nationwide logistics and delivery infrastructure via its fruit-bouquet business. That gives Edibles.com a head start in reaching consumers quickly and reliably, compared to smaller hemp start-ups.
3. Curated product selection for value & compliance: The marketplace aims to vet brands, ensure standardization (especially given regulatory variance across states) and present ingestible THC ingestibles as accessible wellness / recreational products.
4. Responding to regulatory shifts & consumer demand: As federal and state lawmakers fine-tune hemp law (e.g., limits on THC content, banning certain forms like Delta-8/Delta-10), platforms like Edibles.com that emphasize compliance and trusted branding are positioned to capture consumer demand migrating away from grey market products.

Challenges & Considerations

• Regulatory uncertainty: Many states are tightening hemp/THC laws (potency caps, bans on formats like Delta-8). Edibles.com’s ability to operate widely will depend on navigating those state-by-state regulatory environments. READ ABOUT: Marijuana Moment
• Product quality and consumer trust: The hemp-derived THC space has been subject to quality and packaging issues (especially relating to accidental ingestion, youth safety). Edible Brands emphasises “trusted” products, but scale brings risk. READ MORE: People.com
• Competition from cannabis-regulated markets: As adult-use cannabis laws expand, hemp-THC platforms will compete with dispensary systems offering more formats (flower, concentrates) and possibly lower taxes or different regulatory burdens.
• Federal-state conundrums: Even though hemp (<0.3% Δ9-THC by dry weight) is federally legal, the retail formats (e.g., beverages) and claims are subject to shifting state law and federal scrutiny. Operating a national model is complex.

What’s Next?

• Retail expansion: Edible Brands plans a flagship store in Atlanta (Inman Park) as a prototype for franchising, bridging online and physical retail. WEBSITE: Beard Bros Pharms
• Market growth: As the platform expands shipping and same-day delivery, over 65% of U.S. households become reachable (by the company’s estimate).
• Product innovation: The emphasis on formats and effects (Sleep, Relax, Uplift) suggests future in-house/white-label lines may emerge, using Edible Brands’ consumer-packaged-goods (CPG) experience.
• Industry positioning: Edibles.com may serve as a “bridge” for consumers who don’t have access to regulated cannabis markets or shy away from dispensaries—targeting older, wellness-oriented consumers who know Edible Arrangements.

Ease of Access

Edible Brands’ launch of Edibles.com marks a significant inflection point in the hemp-derived THC marketplace: a well-known CPG operator is stepping into the category with national logistics, trusted branding, and consumer-friendly positioning. That “traditional brand entering cannabis adjacent” play is relatively rare and may herald a wave of mainstream players treating hemp-THC like a wellness consumer good rather than a black-market product.

For consumers, it means easier access (online shipping, same-day delivery) to curated THC chews, beverages and chewables in compliant states. For the industry, it raises the bar for quality, packaging, brand trust—and highlights that scale matters in logistics and compliance.

With growth comes risk: regulatory landmines remain, state laws differ widely, and competition from adult-use cannabis remains strong. But Edible Brands is betting the converging consumer trends (wellness, convenience, low-dose THC alternatives to alcohol) and its existing infrastructure will carry it forward.

If you’re a consumer, watch for Edibles.com to pop up more broadly and see how the experience compares with dispensary purchases. If you’re an operator, it’s a signal: CPG-brand entry is coming, and platforms with national reach may change how hemp-THC gets sold. Either way, Edibles.com is a project worth watching.