They Turned Fruit Bouquets Into A $500 Million-A-Year Business—Now They're Selling THC. Here's Why

For years, people made the same joke: "Does ‘Edible Arrangements’ sell edibles?"

Now, it does.

Edible Brands—the parent company behind the fruit bouquet giant with more than 800 locations and roughly $500 million in annual revenue—has officially entered the cannabis-adjacent space. But instead of leaning into novelty, the company is positioning itself as a responsible operator in a murky and fast-growing category: hemp-derived THC.

Its new venture, Edibles.com, launched earlier this year as a curated e-commerce marketplace offering low-dose THC products from brands like Cann, Wana, 1906 and Happi. While the site's branding is light on references to Edible Arrangements, the infrastructure and ambition behind it reflect the scale of a company that has delivered fruit bouquets to millions.

"We've had this idea for a long time," said CEO Somia Farid Silber in an exclusive interview with Benzinga Cannabis. "It was kind of this casual, running joke—‘Do you sell edibles?'—but once we owned the domain, we realized we had an opportunity to build something trusted. Something that helps people live better, not just get high."

‘You Want To Come Into This Space? Why?‘

When Thomas Winstanley, former chief marketing officer at craft cannabis company Theory Wellness, first heard about the project, he didn't quite get it.

Photo: Thomas Winstanley

"I was skeptical at first," he admitted. "It was like—wait, you have edibles.com? You want to come into this space? Why?"

Winstanley, who'd helped build one of the East Coast's most recognized cannabis brands, had seen how messy the industry could be. He didn't want to be the "weed guy they brought in" just to slap THC labels on fruit baskets.

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But as he dug deeper, he saw something rare: infrastructure. Edible Brands had a high-performing e-commerce system that processed roughly $300 million in annual sales, a nationwide last-mile delivery network and leadership that was genuinely interested in doing it right.

"I didn't want to come in like a bull in a china shop and just try to peddle a bunch of products," he said. "What drew me in was the opportunity to build something with integrity, something rooted in wellness."

Photo: Somia Farid Silber

Farid Silber had already positioned Edibles.com as a standalone platform—separate from Edible Arrangements, but powered by the same operational backbone.

"We're building out a platform that's all about gifting, food, health and wellness," she said. "This is the wellness part."

Not Your Typical Dispensary

Edibles.com doesn't sell THC-laced strawberries or cannabis-infused gift towers. And that's the point.

Instead of mimicking Edible Arrangements' gifting model, the site launched as a curated online marketplace with clean design, a limited product selection and no gimmicks. It features gummies, drinks and lozenges from trusted third-party hemp brands. No house products—for now. No novelty packaging.

"We might do something like that in the future," said Farid Silber, referring to the idea of THC-infused gifts. "But today, it's really about creating a space where we can highlight all these amazing brands—and using our last-mile delivery advantage to get products to consumers quickly and affordably."

The absence of gifting isn't philosophical; it's logistical. While hemp-derived THC is federally legal under the 2018 Farm Bill, state rules vary widely. In Georgia, for example, consumers can find high-dose Delta-9 products at gas stations. But shipping a curated THC gift box across multiple states? That's much trickier.

"For now, we're focused on personal use and building trust," Farid Silber said.

Winstanley put it more bluntly: "I don't want to send my mom a gift box of THC chews that she thinks are candy, especially when she has no idea what's in them, how strong they are or how much to take."

A New Kind Of Wellness

While the name might suggest a party crowd, Edibles.com leans heavily into functionality and wellness, positioning THC as an alternative to alcohol or a tool for better sleep and stress management.

"When you're introducing a product category with this much baggage and confusion, you have to meet consumers where they are," Winstanley said. "This is about offering a safer, more straightforward way for people to try or access THC."

Farid Silber, who's new to the cannabis industry, said her own learning curve helped shape the platform's focus on education.

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"There's just so much out there," she said. "What's the difference between CBD and CBN? What's right for sleep? For energy? We want Edibles.com to be a destination where people can learn and shop safely without feeling overwhelmed or judged."

Over time, the company hopes to build a broader content hub covering cannabis, nutraceuticals and wellness tools. For now, the focus is simple: low-dose THC, clear information and a judgment-free experience.

Gas Station Gummies And Executive Confusion

For consumers in states without dispensaries, the THC experience often starts in less-than-ideal places.

"I was totally blown away," Winstanley said. "Seeing a thousand-milligram chew in a gas station was scary. Coming from regulated cannabis, it felt really foreign—and really dangerous."

Even internally, the lack of awareness was jarring.

"One executive told me, ‘Oh, I just went to a dispensary and got these products,'" Winstanley recalled. "And I had to say—no, you didn't. There are no dispensaries here."

That, he said, underscores the brand's larger mission: to help people distinguish between vetted products and random street-level stuff.

"We want to be a trusted marketplace," he said. "For that, you have to curate."

Scaling Up—With Caution

The company's first phase launched in Texas, followed by Georgia, the Carolinas and Florida. All were chosen for a reason: they represent large populations underserved by cannabis infrastructure.

"Last mile in Texas was phase one," Winstanley said. "Now that we know the engine runs, it's time to scale."

Nationwide shipping is next. And in Atlanta, Edibles.com is opening its first flagship retail store, designed to mirror the e-commerce experience but offer in-person support.

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"It gives people a place to talk to someone and walk out with something in hand," he said. "In a state without dispensaries, that's a big deal."

A franchise model is on the table, potentially offering a "dispensary-lite" opportunity for operators who want to sell low-dose THC without the cost or red tape of traditional licensing.

Regulation, Risk And Why Hemp Might Get It Right

Winstanley tracks hemp regulations "almost daily," especially in states like Texas and Florida. But he doesn't view oversight as a threat. In fact, he welcomes it.

"I would never have said this back when I was in cannabis," he told Benzinga, "but regulation in this category can be a net positive. It helps weed out bad actors. It legitimizes good ones. And it creates a safer space for the consumer."

He cited Texas's SB3 bill, which originally aimed to ban hemp-derived THC, as a turning point. The bill stalled after an 18-hour hearing where residents spoke passionately in defense of the category.

"There's growing awareness that policy needs to catch up to reality," he said. "Legalization happened. Now we need to frame it responsibly."

That includes pushing for milligram caps, licensing models and clear enforcement that preserves access while protecting consumers.

In-House Products? Eventually

With its infrastructure and reach, it's only a matter of time before Edibles.com launches its own branded line.

"We know what we want to make," Winstanley said. "But we're not rushing. This isn't about putting our name on something and flooding the site. It's about finding the right partners, the right formulations and the right voice."

He previously managed more than 250 SKUs at Theory Wellness and helped launch one of the first automated cannabis canning lines on the East Coast. Still, this time, the team is taking it slow.

"We could go out and slap a label on a bag of chews tomorrow," he said. "But that's not the kind of company we are. We want to do it right—and that means learning first, then launching."

This Isn't A Joke; It's A Business

Edibles.com may have launched with a wink and a clever domain name, but the team behind it isn't playing for laughs.

"This is something serious," Farid Silber said. "We know the name gets attention, but we didn't build this to go viral or be cute. We built it to help people live better. And that only works if you build it right."

So far, the gamble seems to be paying off. The company hasn't shared early sales figures, but reports an "overwhelmingly positive" response. With expansion underway, a flagship store in development and a potential franchise model on the horizon, Edibles.com is positioning itself for real staying power.

It may not look like cannabis retail as we know it, but that's kind of the point.

Photos courtesy of Edible Brands