BuzzFeed has launched its own cannabis brand under the umbrella of its lifestyle brand, Goodful.
According to information procured exclusively ahead of an official announcement, the publisher has partnered up with California-based cannabis producer NUG Inc. to release three different Goodful-branded flower packs. The Indica, Sativa and Hybrid iterations are available at select Nug retailers in California.
“We launched Goodful’s line of products to help our audience make small intentional steps to enhance and improve their lives,” said Eric Karp, senior vice president of brand licensing and brand design at BuzzFeed.
According to the executive, BuzzFeed has always been interested in entering the cannabis business beyond the editorial and advertising world.
Seeking to better inform this decision, the BuzzFeed data science team conducted research to understand its audience’s overall cannabis and CBD habits and preferences.
“We found that our audience was interested in BuzzFeed bringing them branded cannabis products, and the insights revealed that Goodful’s audience in particular was interested in branded cannabis products and recommendations. From there we connected with NUG which opened up an opportunity for us to do a real-world test and enter the market,” Karp added.
The Inner Workings
BuzzFeed’s licensing business sets out to extend the company’s widely popular digital brands to real life products for consumers.
Launched in December of 2017, the business started with a partnership with Penguin Random House to produce a series of “Tasty” cookbooks. The books instantly became New York Times Bestsellers and have sold more than 1 million copies worldwide.
Since then, BuzzFeed’s licensing business has exploded, with a diversified offering of products in nearly every major consumer category including food, books, kitchenware, games and more.
Today, BuzzFeed’s licensed products are available in more than 20 countries worldwide.
This made BuzzFeed the perfect partner for NUG, explained the company’s co-founder and CEO Dr. John Oram.
“NUG’s overarching mission is to ‘Normalize the Cannabis Experience.’ We think about this mission in everything we do… [But] Outside of our stores we have much less control of the cannabis experience. For example, we are limited in our ability to control how cannabis consumers are marketed to and educated online and in print media,” he voiced.
This is where the NUG x Goodful partnership comes in, with hopes to change this.
“The NUG x Goodful products are high-quality and competitively priced, and consumers will absolutely enjoy their purchase. Beyond the products, this collaboration between NUG and BuzzFeed presents the opportunity to normalize how cannabis products are advertised online. Through branded Goodful posts, we will experiment with targeted localized cannabis ads that are both discrete and classy which will help direct customers to find NUG stores and NUG x Goodful products,” Oram concluded.