Food companies in Canada are preparing themselves to capitalize on the legalization of recreational marijuana in the country in spite of the ban on edibles. Several food companies in Canada are circumventing the ban on marijuana infused edible products and producing food designed to satisfy food cravings post marijuana smoking sessions.

Canada is in the final stages of preparation to legalize cannabis for recreational use but edible items infused with cannabis will remain illegal till specific governmental regulations are rolled out in 2019 to legalize such food items.

In the meantime, food firms have found a way to avoid the intoxicating plant altogether and focus on cashing on the side effects of smoking marijuana, the chief among which is the feeling of increased hunger also dubbed as the “munchies”.

Hershey Canada has sported an instance of capitalizing on the legalization of marijuana with the introduction of the special edition Oh Henry! 4:25. The name is an acknowledgement to April 20, or 4:20 which is a popular time for marijuana enthusiasts to smoke and it is also an insidious hint at the intense hunger smokers feel right after 5 minutes of smoking.

Jackson Hitchon, senior director of marketing, Hershey Canada said that the company wants to be part of the celebration of the legalization of recreational pot, step out of the peripheral and be closer to center stage. The legalization of marijuana in Canada has become a huge cultural moment in the country as it is only the second in the world to legalize the use of weed at a federal level. The Oh Henry! 4.25 is a saltier and more protein intense version of the original Oh Henry! by Hershey.

As per sources, products free of cannabis are not subject to strict marketing rules that are otherwise applicable to the marijuana industry. Except some exceptions the marijuana industry is strictly banned from advertising in the country. Cannabis firms are also prohibited from using billboards, broadcasts or flashy prints. Promoting cannabis among young people is expressly prohibited.