Curaleaf Holdings Inc., a leading international provider of consumer cannabis products, announced the launch of Zero Proof, a new brand of THC drinkables in fast-acting, sessionable and easy-to-use formats.
The brand’s inaugural product offering, Squeeze, is available at all Curaleaf locations in Illinois and will be followed by additional SKUs in the coming months, the company says.
Zero Proof Squeeze follows Select’s popular THC-infused beverage enhancer, Select Squeeze, originally launched in March 2021, the company notes. Although similar in functionality and effect, Zero Proof Squeeze has been reformulated with natural sweetener to provide a lighter taste and balanced flavor profile for enhanced mixability, it says.
Utilizing nanotechnology, Zero Proof Squeeze provides a truer-to-flower experience with effects felt in as little as 15-30 minutes, according to the company. By turning cannabis oil into tiny water-soluble molecules, the THC compounds dissolve evenly into any beverage and are more rapidly and efficiently absorbed into the bloodstream, it says.
“Zero Proof exemplifies our commitment to providing high-quality, consistent consumer products in familiar and approachable formats that model traditional consumer packaged goods,” said Matt Darin, CEO of Curaleaf, in a statement. “Curaleaf has been on the forefront of creating sophisticated cannabis experiences which we believe will ultimately redefine the way people socialize. We’re proud to bring Zero Proof Squeeze to our patients and customers in Illinois first before expanding to additional markets.”
Available in four flavors — Dash of Cherry, Dash of Orange, Dash of Lime and Dash of Sweet — Zero Proof Squeeze now is available at all Curaleaf dispensaries in Illinois as well as wholesale dispensaries across the state.