Cannabis company Breez is redefining how consumers access and experience marijuana, blending innovation, customer focus, and high-quality products to carve a unique niche in the competitive California market. Co-founders Austin and Anna Hice are doubling down on accessibility, accurate dosing, and a commitment to quality to win over medical and recreational cannabis users alike.
A Mission Rooted in Accessibility
Since its founding in 2015, Breez has prioritized accessibility for its customers. The company’s direct-to-consumer delivery service has been a game-changer for consumers living in areas where cannabis remains difficult to access due to local restrictions.
While most Breez products are sold through retail outlets, delivery has proven invaluable. “It’s like a pressure valve for unmet demand,” Austin Hice explained. For consumers seeking specific products unavailable at their local dispensaries, Breez’s delivery model ensures access without added hassle.
Beyond California, Breez’s focus on accessibility has paved the way for entry into markets like Illinois, where the brand is steadily gaining ground. In both states, Breez stands out for its quick customer service response and a policy of guaranteeing product quality—a rarity in an industry often criticized for rigid no-return policies.
A Trusted Brand in a Competitive Market
Breez has built a loyal following through its commitment to accurate dosing and product consistency. When it introduced its 5-milligram THC mints to the California market, skeptics doubted there would be demand for such precisely measured doses. At the time, cannabis products often lacked clear labeling, making user experiences highly variable.
The Hices believed otherwise. They committed to stringent product testing and consistent quality long before regulations required it, offering consumers a reliable and predictable experience. By their third month of distribution, retailers were clamoring for reorders, validating the couple’s vision.
This commitment to precision hasn’t wavered. Breez’s proprietary manufacturing processes ensure consistent THC levels, even in products weighing fractions of a gram. This consistency enables Breez to deliver on its promise of a full-spectrum cannabis experience.
Keeping Up With Consumer Preferences
To stay competitive, Breez constantly adapts its product lineup based on consumer feedback and market trends. The company now offers 77 stock-keeping units (SKUs) in California, including mints, tinctures, disposable vapes, and extra-strength tablets.
“We’re not afraid to retire products that don’t find their market fit,” Hice said, emphasizing the importance of focusing resources where they are most effective. However, the company is also willing to keep niche products in circulation to satisfy passionate fans, even when revenue margins are slim.
Breez’s competitive strategy is evident in its sales figures. The company ended July 2024 with nearly $1.4 million in sales in California’s capsule category, making it the No. 2 brand behind Level, according to data from cannabis analytics provider Headset.
Breez’s Notable Competitors in the Capsule Market
| Brand | Key Products | Rank in California (2024) |
|---|---|---|
| Level | Capsules | 1 |
| Breez | Tablets and Mints | 2 |
| ABX/AbsoluteXtracts | Capsules | 3 |
| Kikoko | Infused Teas | 4 |
This growth reflects the company’s commitment to innovation and adaptability, ensuring they remain a top contender in an ever-tightening market.
Tackling Regulatory Challenges in New Markets
The Illinois market presented Breez with unique challenges, particularly due to the state’s stricter regulations and higher taxes on cannabis products. In Illinois, THC dosage limits for ingestible products are capped at 100 milligrams per package—significantly lower than California’s 1,000-milligram cap.
Despite these hurdles, Breez’s early performance in Illinois has been promising. The brand entered the market in early 2024 with Extra-Strength Tablets, Mints, and Tinctures, quickly climbing to the No. 3 position in the tincture category by midyear.
Much of this success can be attributed to its partnership with Contract Canna, a family-run operation providing manufacturing, packaging, and distribution services. The collaboration has allowed Breez to efficiently navigate Illinois’ high-tax environment while maintaining product quality.
Expanding Thoughtfully Without Overextending
Breez has resisted the temptation to overextend its brand, particularly in product categories that may not align with its core identity. For instance, while the company produces flower, pre-rolls, and gummies under its sister brands, Sashi and Goldmine, it has avoided linking Breez to pre-roll products to maintain its focus on non-smoking options.
“We’ve seen how easy it is to dilute a brand by overreaching,” Hice noted. By staying true to its identity, Breez ensures its core mission resonates with customers.
The company’s reliance on word-of-mouth rather than traditional marketing has further solidified its credibility. Breez’s strategy emphasizes product quality and customer trust over flashy campaigns, an approach that continues to pay dividends as it expands into new markets.