Created the brand and go-to-market strategy for Sunnyside Chews, the first edibles line under the Sunnyside Retail umbrella.

After performing in-depth consumer and market research analysis, the key insights were that “effects” were the top attribute consumers were searching for when purchasing edibles & that the market wasn’t catering to this need at the time. This led to an “effect-driven” brand strategy for Sunnyside Chews.

The target consumer was gen x who wanted an alternative method of consumption. The approachable Sunnyside brand look/feel combined with the edibles strategy of “effect-driven” allowed consumers to feel like they were in control when purchasing edibles.

Within 6 months of launch, Chews became the top selling item across all categories. The initial launch consisted of 4 SKUs. However, due to high demand, there was a need to expand the product portfolio quickly. Sunnyside Chews now has 9 product SKUs that include 3 different strain dominance and 2 different cannabinoid combinations to provide a wide variety of options for consumers.