PAX is well known for its innovative, well-designed vaporizers.
So when the company moved out of its comfort zone and began the process of creating its first edibles, it did so with the same deliberate, highly researched approach it brings to launching a new hardware line.
“I think the main thing we did over the last two years was just broaden our definition of how we create the ultimate cannabis experience,” says Brian Witlin, vice president of product development at PAX. “It’s not us throwing a bunch of darts at a dartboard and trying as much as possible. We’re trying to be really logical. For us, it’s more important to create an experience that’s not about jumping on a bandwagon trend or how you get people the most milligrams (of THC) per serving.”
While hardware remains central to the company, the market for consumable products is growing. PAX began the process by doing a deep dive on the existing gummies market — looking at both cannabis-infused edibles and the traditional candy market — to answer the multitude of questions required to create a gummy that hits the right spot. Color? Flavor? Shape? Texture? Size? Key ingredients? Potency? Smooth exterior or rough? Sugar-coated or plain? Should it be more of a basic gumdrop like Dots or more upscale like a pâte de fruit.
“For me, it was one of the most fun projects, if not the most fun project that I’ve worked on,” says Witlin, who had more than 10 years of experience in the food and food tech spaces before joining PAX and worked with a team of food scientists, chefs, toxicologists, pharmacologists and product specialists to bring the edible to life. “We took it to the extreme of food science.”
The company ultimately decided on a line of gummies that are made with real fruit and live rosin and are vegan and gluten-free. PAX launched its first edibles in Massachusetts, followed by California and Colorado, as well as a hemp-derived delta-9 THC gummy available via ecommerce in 25 states.
“What we try to do is put out what we think is best in class, both from a cannabis side, as well as being just a really delicious gummy,” Witlin says.