Crafting Cohesive Flavors: A Strategic Guide for Cannabis Brands

Align vape, edible, and beverage flavors to meet evolving cannabis consumer demands.

Cannabis customers want approachable yet elevated experiences that fit their lifestyle. For some, that means picking a product type and sticking to it. Others need different formats for different scenarios. Now, wouldn’t it be great if a customer could have ALL of their needs met by your brand?

That's why brands should align the flavors in their vapes, beverages, gummies, infused joint papers, and pre-rolls!

Admittedly, product trial and brand loyalty are significant hurdles regardless of format. For example, Mintel explains that less than 30% of edibles consumers are willing to go out of their way to find their preferred brand,¹ and that while overall format (24%) does influence trial, it’s not as significant as features like flavor (47%) and health benefits (33%).²

For brands already offering multiple product formats, this might be a familiar challenge. For those wanting to expand their product portfolio, it could be a top concern. Fortunately, it doesn’t have to be that way.

A portfolio with a cohesive flavor story creates an appealing constellation of products that are easy for new users to navigate, help current customers try new formats, and create the kind of elevated experience that easily builds hype. At a time when it feels like commoditization and competition are stifling innovation, cannabis brands need strategies that attract new customers, encourage trial, and promote loyalty.

Discover how your brand can align flavors across products and fearlessly expand into new formats with flavor storytelling.

Vapes: Sophisticated Cannabis Consumers Want Custom Experiences

Vape sales may be experiencing a plateau, but that doesn’t mean sales aren’t still substantial or that there aren’t big opportunities for brands willing to innovate and diversify their offerings. 

Verified Market Reports explains that “Vaporizers account for over 25% of cannabis-related accessory sales in legal markets,”³ and they were the second most popular cannabis category overall with 23.1% of sales according to Headset data from this year’s 4/20 sales.⁴ While a mature market comes with competition, brands that differentiate themselves can appeal to sophisticated consumers searching for novel vape experiences. 

For example, innovations in temperature control and new technologies like dual-vape cartridges allow users to customize their experiences to suit their preferences. Additionally, wax/concentrate vaporizers are gaining traction, but not necessarily for the reasons you might think. 

While concentrate sales were previously driven by potency, Mintel explains that lesser-used formats like concentrates are seeing usage growth, “driven by interest in customization, discretion and health-consciousness.”⁵ Vape pens are easy to use discreetly throughout the day and microdosing behaviors give consumers more control over consumption. This is a win for wellness-focused consumers, but also for sophisticated users looking for those novel experiences. 

MJ Biz Daily explains that “Just as beer drinkers have moved beyond alcohol percentages to appreciate complexity in taste, marijuana consumers are beginning to look beyond THC levels to explore the full spectrum of aromas, effects and therapeutic benefits.”⁶ Unsurprisingly, this makes expanded flavor options valuable for those looking to thrive in the category.

Strain and flavor trends in vapes and concentrates can be tricky to pin down, but that’s partially because the options are vast and flavor tech is evolving. Brands can easily infuse vapes with flavors and aromas from in-demand strains, forego cannabis profiles altogether by opting for fruit and dessert flavors, or create a custom flavor that combines a bit of everything.

Ultimately, brands that start to think holistically will have an advantage. Flavor systems that span both inhalables and edibles tap into consumer interest in seamless, complementary experiences. A disposable vape and a gummy that share the same nostalgic, fruit-forward profile can create a consistent and memorable brand signature across categories. Speaking of edibles…

Edibles: The New Non-Negotiable Product for Cannabis Portfolios

Whether it’s hard candies, gummies, chocolates, or even savory snacks, including some kind of cannabis edible in your portfolio is no longer optional if you want to stand out in a crowded field. 

According to Market Research, the U.S. cannabis edibles market reached $12.2 billion in 2024, and its projected growth is significant due to “...shifting consumer preferences, evolving regulations, and product innovations.”⁷ More recently, Headset’s Annual 420 Cannabis Sales Analysis showed a 74% increase in total edible sales compared to holiday sales from 2024.

Headset

Accessibility, discretion, and convenience are likely contributing to increased interest in non-inhalable cannabis products, and GlobeNewswire also attributes that success to the increase in product variety and flavors which “attracts diverse consumer segments.”⁸

Interestingly, consumers are turning to edibles for both medicinal and recreational use, with many entering the space for perceived wellness purposes. In regard to wellness appeals, some edible formats are more successful than others with gummies tending to dominate due to controlled dosages and gummy flavor variety.

When it comes to taste, gummies are particularly well-suited to accommodate a diverse range of flavor preferences and can easily be formulated to align with a brand’s holistic flavor story. Each product type may be distinct in its form and function, but seamless flavor alignment across categories helps solidify brand identity and how customers may choose to interact with them. 

Strategic Flavor Alignment Across Cannabis Product Categories

Brands with diverse product portfolios attract diverse consumers with varying preferences while encouraging new and current customers to try fresh formats. Taking this a step further, brands who establish consistent flavor and aroma profiles across product types can enhance recognition, grow loyalty, and create a cohesive constellation of products that are easy to navigate and inspire repeat purchases.

A successful example of this comes from Cresco Labs’ brand Good News.⁹ Their product line includes gummies, vape pens, pre-rolls, and cartridges that quickly communicate to consumers what experience they’ll have via occasion-specific product names and their associated flavors. 

Products designed to help consumers relax and unwind are part of the “Me Time” collection and flavored with Blue Raspberry, those designed for stimulation and socializing are called “Friyay” and are both Watermelon flavored. Associating these names and flavors across product types accomplishes two key things. 

First, it supports a brand story or identity. It gives customers a sense of “who” the brand is and what kind of vibe they can expect. Second, both current and new customers quickly understand each product's experience. The ease with which they can navigate products makes them more likely to try new products while building trust, both of which are pivotal for loyalty and customer lifetime value.

Strategies for Cannabis Brands to Diversify and Align Product Offerings

One of the best parts about this strategy is that it can be implemented in an endless number of ways. Between the vast diversity of cannabis profiles and innovative flavor options, brands can cement signature flavors that are easily recognizable or entirely custom. Here are two ways you can start formulating cohesive flavor experiences across your products.

• Brands that have traditionally focused on one format can stay focused on their signature flavors and aromas and simply extend that experience into new product types. For example, it may benefit a vape brand to identify top-performing vape flavors and formulate a gummy or hard candy version. A best-selling flavor is a valuable signal from your customers that shouldn’t be ignored.

• Conversely, it may be beneficial to reevaluate your brand’s “flavor story.” What sort of narrative do you want to create with your products? Do your flavor experiences support that story or create strategic contrasts? Consider the “where,” “when,” and “with” aspects of your story!

There are a lot of ways to answer these questions, but we recommend starting with your audience. Think about who is most likely to enjoy your products. Are they geared towards new users, older consumers, on-the-go professionals, or athletes? Why are your products a good match for them?

A customer-focused approach to these ideas means your brand will continue to entice current customers while more easily reaching those who ARE a good fit but might not have discovered your brand yet. 

The ease with which brands can infuse a variety of products with the same flavors and aromas makes it efficient and cost-effective to apply these new experiences at scale. Once you’ve crafted your ideal constellation of cohesive cannabis products, it’s time to educate your customers and encourage cross-category purchases.

Learn how to leverage a budtender’s direct connection to consumers in our blog Budtenders as Brand Advocates: 4 Product Details They Need to Boost Your Sales.

Abstrax Tech | What’s Your Flavor Story?

Whether you’re expanding your portfolio to include gummies and vapes or  chocolates and pre-rolls, we’ll help you formulate products that create a cohesive flavor story for your brand.

Have a signature flavor? Want custom experiences? Cultivar-specific aromas? With our expert formulation assistance, our innovative Gellies collection, and our high-intensity Cloudburst Technology, we’ll help you deliver an aligned flavor experience across multiple applications.

Schedule a free consultation with our formulation experts and build a cohesive constellation of products that tells your story and grows your business.

 

1. Scott, Michelle. (2024, October 17). Cannabis in Food and Drink – US – 2024. [Market Report]. Mintel. https://www.mintel.com/

2. DiGirolamo, Vince. (2024, December 31). Cannabis Retail: Positioning and Marketing – US – 2024. [Market Report]. Mintel. https://www.mintel.com/

3. Marijuana Vaporizer Market Size, Trends, Industry Evaluation & Forecast 2033. Verified Market Reports. (2025, May). https://www.verifiedmarketreports.com/download-sample/?rid=482840&amp%3Butm_source=May-Glob&amp%3Butm_medium=202

4. 4/20 By The Numbers. Headset. (2025, May). https://www.headset.io/420

5. O'Donnell, Fiona. (2024, September 09). Recreational Cannabis Consumer – US – 2024. [Market Report]. Mintel. https://www.mintel.com/

6. Boldrini, L., & O’Ferrell, C. (2025, April 2). As Cannabis Consumer Tastes Evolve, Industry Must Look Past Potency. MJBizDaily. https://mjbizdaily.com/cannabis-consumers-seek-more-than-thc-potency/

7. Global Market Insights. (2025, February). Cannabis Edibles Market Opportunity, Growth Drivers, Industry Trend Analysis, and Forecast 2025-2034. Market Research. https://www.marketresearch.com/One-Off-Global-Market-Insights-v4130/Cannabis-Edibles-Opportunity-Growth-Drivers-40629738/

8. Research and Markets. (2025, May 6). Global Cannabis-Infused Edibles Market Forecast Report 2025-2030: Detailed Forecast by Product Type, Flavor, and Consumer Trends. GlobeNewswire News Room. https://www.globenewswire.com/news-release/2025/05/06/3074798/0/en/Global-Cannabis-Infused-Edibles-Market-Forecast-Report-2025-2030-Detailed-Forecast-by-Product-Type-Flavor-and-Consumer-Trends.html

9. Good News: Home. https://www.wearegoodnews.co/