One day in the late 1990s, cupcakes were suddenly everywhere. Now it feels like hot cannabis collabs are nearly everywhere. What was once a goody reserved for a school bake sale became a decadent high-end treat for adults and children alike. Many credit New York City-founded Magnolia Bakery for this awakening. Now, they’re bringing the magic to the weed world in a collaboration with Incredibles.
“We’ve heard from many of our incredible fans that they’ve enjoyed their favorite Magnolia Bakery desserts as their munchie of choice. We knew we could combine the two into something that provided an all-new – and delicious – experience,” Magnolia Bakery vice president of PR and partnerships Sara Gramling shared with GreenState.
Magnolia began making cupcakes at the dawn of the millennium as a way to use up excess cake batter. The bakery gained local fame until a 30-second feature on Sex and the City propelled the shop into the national eye–and now it’s embarking into a whole new green territory.
Beginning today, November 1st, two of Magnolia’s most beloved flavors, Red Velvet and Banana Pudding, will be available as incredibles infused chocolates exclusively in Illinois, Nevada, and Massachusetts markets.
“We couldn’t be more excited to partner with Magnolia Bakery on this collaboration, crossing their classic flavors with our commitment to deliver an ‘effect you can expect’ that incredibles is famous for,” shared Dominic O’Brien, senior vice president of revenue at Green Thumb Industries, the parent company of incredibles cannabis brand.
Locals and tourists have lined city blocks waiting for a taste of these exclusive flavors. Magnolia made its first move into consumer-packaged goods with the release of its Banana Pudding Cookies in grocery stores in May 2023. The collaboration with incredibles is the second step into CPG for the bakery.
Cannabis brand incredibles took care of matching the iconic Magnolia flavors, brand manager Eli Weiner shared with GreenState.
“Our procurement team sourced nearly all the ingredients to create the flavors specifically for this collaboration. The color for the Red Velvet bar is completely unique from all our other colors,” Weiner explained.
Illinois, Nevada, and Massachusetts consumers can find these exclusive chocolate bars at RISE Dispensaries starting today with more stores carrying the product in the coming weeks. As markets mature companies in outside sectors take interest in collaborating with cannabis brands.
The food world is a natural fit with the plant. Munchies are real, after all. Products like a recent chef collab in Arizona and this flavor pairing from Magnolia mark an exciting time for the developing space.
“Magnolia Bakery is dedicated to crafting delicious desserts for visitors of all tastes and preferences and can now share our signature flavors with cannabis consumers in three markets. We hope that fans enjoy this all-new way to get baked,” Gramling concluded.