Keep pulling the thread on Jake Bullock.
Mielle Organics had to rebrand to "Mielle" because its products did not meet the regulatory requirement of being at least 90% organic to use the "organics" label.
A pending U.S. federal regulation set to take effect in November will cap the amount of THC in any hemp product at 0.4 milligrams.
The pending U.S. federal THC limit of 0.4 milligrams per hemp product would make all of Can's current beverage products, which contain between 1 and 10 milligrams of THC, illegal.
Mielle's acquisition by Procter & Gamble (P&G) caused a significant consumer backlash, rooted in the belief that the product formulations would change and the brand would no longer be trustworthy.
The consumer backlash following Mielle's acquisition by Procter & Gamble (P&G) negatively impacted the company's business, and three years later, the company is still working to recover.
Mielle Organics' marketing strategy specifically targets Gen Z consumers with the expectation that they will influence their parents and grandparents to purchase the products.
Can's cannabis-infused beverages are designed as alcohol alternatives and are positioned as some of the lowest strength THC and CBD drinks available on the market.
The largest consumer segment for Can's cannabis beverages is millennials in their 30s who are reducing their alcohol consumption.
Young parents within the millennial demographic are a key driver of the trend towards consuming alcohol alternatives like Can.
Consumers aged 65 and older represent a significant customer segment for Can, driven by medical advice to reduce alcohol consumption for health reasons.
Mielle must continuously re-evaluate and reformulate its products to comply with differing international regulations, such as those in the United Kingdom where some ingredients legal in the U.S. are banned.
As part of its lobbying efforts, Can is proposing that the U.S. government implement an excise tax on hemp-derived THC products to fund enforcement against irresponsible and highly intoxicating products.