ATLANTA —Edible Brands Inc., parent company of Edible Arrangements, is ramping up its physical retail operations. The company is rolling out several new programs, including Incredible Edibles, a line of hemp C.B.D. (cannabidiol) products set to launch in traditional Edible Arrangement stores and newly branded Gifts & Treats Edible stores later this year.
Edible Brands also has plans to introduce its first Incredible Edibles store, which will focus on natural health and wellness, next year. The store’s inaugural product will be a hemp-based, non-psychoactive C.B.D. powder.
The company said it completed an “organizational restructuring” in advance of these new brand initiatives. This includes consolidating various retail, e-commerce, technology and supply chain operations under a single umbrella as well as several leadership changes. Founder Tariq Faris is reassuming his role of c.e.o. Cheikh Mboup, former vice-president of operations, is returning to the company as chief operating officer.
Other key hires include Somia Farid Silber, vice-president of e-commerce, and Bill Sluben, senior brand and marketing director. Food and beverage marketing vet Laura Rueckel also is joining the company as vice-president of retail activation marketing.
“Over the next year we will be completing the evolution of the Edible brand that has been in process over the past few years and is designed to help us capture the largest market share of gifts and treats business in company history,” Mr. Farid said. “We will be introducing new programs that will significantly drive new business both at the physical retail level and through e-commerce.”