Despite the ambiguous legal status of cannabis at the national level, an increasing number of brands are venturing into this market by launching products online and in select states. One such brand is the Bettering Company. This month, the luxury cannabis company unveiled a line of six gluten-free, vegan gummies crafted by chefs using real fruits, herbs, teas, spices, and jams in Illinois. These products are also set to launch in New Jersey shortly.
Cozzi, one of the co-founders, mentioned, “There are no cannabis brands truly aligned with health-conscious, flavor-loving consumers, so we aimed to create a company that fulfills that need.” The company claims its unique process infuses THC into a small amount of ingredients with enhanced consistency. The gummy flavors include Blackberry Lemonade, Blood Orange, Fennel Fig, Hibiscus Chamomile Thyme, Raspberry Mandarin, and Watermelon Chili. Bettering has raised $11 million over the past 16 months from investors, including RXBar co-founder Peter Rahal. Rahal stated that Bettering is “addressing the issues people typically associate with edibles to enhance the customer experience.”
The concept for Bettering was conceived seven years ago during a conversation between co-founder Mark Cozzi and friends, including an oncologist who encouraged them to reduce alcohol consumption and consider cannabis instead. After trying a friend’s chocolate infused with THC extract, he was impressed by the flavor and recognized a gap in the market for premium options. Cozzi envisions Bettering as a “truly luxury” choice for consumers who prioritize how their cannabis products are made and seek healthier indulgences. He draws parallels to the spirits industry, noting that vodka brands have introduced offerings with more sophisticated ingredients to meet consumer demand.
In addition to its flavors and formulations, Bettering is striving to be a more sustainable alternative within the cannabis space. Cozzi revealed that the pouches used for their edibles are made from 35% post-recycled mylar material. The company plans to utilize the $11 million raised to boost sales and complete the construction of its 10,000 square-foot production facility in Rockford, Illinois, located about 90 minutes northwest of Chicago. Bettering aims to tackle the issue of consistency in edible infusion, a challenge they have been addressing for years with the help of consultants and scientists. They are also collaborating with a testing lab to provide accurate data on THC levels in their products.
The new production facility will have designated areas for different types of edibles, tailored to the environments that best suit their production. For instance, chocolates, which the company plans to launch in November, require cool temperatures and proper ventilation to manage humidity, while gummies necessitate HVAC filtration systems due to their need for higher temperatures.
As a newcomer in the cannabis sector, Bettering is leveraging social media to establish brand recognition and is currently partnering with cannabis influencers in both Chicago and New York City. Another aspect of their strategy involves educating budtenders at dispensaries about the distinctive qualities of their products, enabling them to better inform their customers. Cozzi noted that they are halfway through the licensing process in New Jersey and will soon seek authorization to sell in New York and Ohio, which is expected to legalize cannabis in November.
Looking ahead, Bettering intends to expand its offerings beyond THC-based products to include CBD and CBN (cannabinol)-based edibles in the near future. “We will continue to proceed slowly and patiently, awaiting further developments in cannabis legalization,” Cozzi said. As part of their health-conscious approach, Bettering is also considering incorporating ingredients like calcium citrate petite pills into their products to enhance nutritional value.