Ontario Cannabis Fieldnotes: Zeroing in on low-THC products

Although there are brands that offer cannabis products that are low in THC in addition to their other products, like Divvy and San Rafael ’71, Lite Label is entirely focused on providing low-THC options. Lite Label founder Grant Caton brings plenty of experience, having run brand marketing and innovation for one of the world’s largest cannabis companies. Caton has also worked in the beer industry, from smaller producers like Muskoka Brewery to giants such as Asahi and Miller, learning to grow and scale to meet shifting consumer demands.

“In an industry where high-THC products often dominate the shelves, Lite Label fills a crucial niche,” says Caton. “We saw a gap in the market. This strategic focus caters to people who are hesitant to explore cannabis due to concerns about potency.”

Caton’s inspiration for the brand’s focus on low-THC products came from simply listening to people — his friends, family and even himself. “There’s a huge crowd out there looking for something lighter, something that fits into their day,” he says. “It’s about giving people the option to enjoy cannabis without worrying about being overwhelmed, although it still can happen. Lite Label is about making cannabis accessible, enjoyable and easygoing.”

According to research conducted by Angus Reid on behalf of the OCS in July 2024, 58% of consumers are specifically looking for lower-potency products. These findings align perfectly with Lite Label’s mission to cater to both new and seasoned cannabis consumers looking for a milder experience. Lite Label’s product lineup includes 0.35 g pre-rolls in two- and 10-packs with a THC range of 14% to 19%. That’s a far cry from the 30% to 44% THC in the very strong potency range (typically pre-rolls infused with concentrates). “Many [consumers] are thanking us for creating products that don’t require them to clear their schedules for the next eight hours,” says Caton.

The brand’s infused gummy selection features two distinct flavours: Low Blue Raspberry gummies, available in a 10-pack with 1 mg THC per piece, and 0.5 mg THC Ultra Low Tropical Breeze gummies, which come in packages of 20.

By providing options with milder THC, Lite Label enables consumers to enjoy cannabis with confidence, ensuring they can personalize the dose and manage their experience. “We want people to know there’s a brand and product available to them that’s low and slow,” says Caton. While some brands cater to the wellness market by focusing on CBD, he says, Lite Label offers an approachable alternative that may appeal to those same consumers.

Discover what you get when you buy cannabis from a legal source

This confidence is rooted in the brand’s commitment to quality, transparency and responsible enjoyment. Lite Label is co-packed by Galaxie, a precision packaging facility with testing capability for pesticides, cannabinoids, aflatoxins, moisture activity, foreign materials, heavy metal limits and microbial contaminants. Like all legal cannabis products, Lite Label’s gummies and pre-rolls are carefully made to meet quality, consistency and reliability standards.

“Galaxie has a state-of-the-art production facility, and one of the things they’re really great at is automation,” says Caton. For example, the robotics and camera systems in place ensure every pre-roll is shaped perfectly and every paper is smooth.

With Galaxie’s cutting-edge technology guaranteeing precision and consistency in their products, Lite Label can focus on innovation. Beer has light alternatives, coffee has decaf, and even cream cheese has fat-free choices. For cannabis, lower-potency products ensure everyone has the option to go low.