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Auxly Cannabis Group Inc
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Auxly Cannabis advertises Back Forty 40s prerolls

2021-08-18 11:11 ET - News Release

Mr. Brad Canario reports


Back Forty -- a cannabis brand from Auxly Cannabis Group Inc. -- has introduced Back Forty 40s, a new straight-roll offering available now in Ontario on the Ontario Cannabis Store website and at cannabis retail stores across the province. Back Forty 40s are 0.35-gram single-strain, straight prerolls, machine rolled for a consistent, even burn with enhanced airflow and big flavour. Back Forty 40s launch with two high-potency cultivars -- Animal Mints and Wedding Pie -- and are presented in resealable, recyclable packages of 10, optimized for sharing out of the pack and preserving freshness. Back Forty is introducing Back Forty 40s with an irreverent marketing campaign using out-of-home advertising to encourage Canadians to unplug and embrace the outdoors by taking Mondays off through the summer. Back Forty 40s are the centrepiece of a summer of new product launches, which also features new dried flower strains and the brand's first edible offerings.

"We're thrilled to launch Back Forty 40s for Canada's savvy cannabis consumers looking for high-quality products at affordable prices," said Brad Canario, senior director, marketing, Auxly. "[Back Forty] 40s are a truly differentiated offering -- leveraging state-of-the-art automation to deliver a straight preroll in packaging perfect for that last-minute camping trip or a long day spent at the lake. For the launch of Back Forty 40s, we wanted to make sure we had something unique in the market that delivered on the brand promise of recalling the simple joys found in nature. The Monday Merries is a challenge to all Canadians to focus on what really matters -- getting outside -- by including Mondays into the mix on the weekends throughout the rest of the summer."

Back Forty, Canada's No. 1 vape brand, is launching Back Forty 40s as the Canadian preroll market continues to grow. In 2020, prerolls were the second-largest product category in the Canadian market with a 17-per-cent share of the market. So far in 2021, prerolls have secured a 19.3-per-cent market share through June 30, 2021.

Back Forty 40s leverage Auxly genetics -- the organically grown, high-potency strains Animal Mints and Wedding Pie. Animal Mints is a cross between Animal Cookies and SinMint Cookies, reaching potencies of up to 25 per cent, with a total terpene content of up to 2.3 per cent. Wedding Pie is the marriage of Wedding Cake and Grape Pie, reaching potencies of up to 26 per cent, with total terpene content of up to 2.9 per cent.

This high-potency flower is machine rolled into packages of 10 rolls (0.35 gram per roll) using first-of-its-kind, state-of-the-art automation designed for consistency, an even burn and optimal airflow and flavour. Each easy-to-share pack of Back Forty 40s has a resealable film that locks in the freshness. And, in true Back Forty fashion, Back Forty 40s packaging is 100 per cent recyclable. Back Forty 40s are available in Ontario now and will be coming soon to provinces across Canada.

Back Forty is launching Back Forty 40s with an innovative Monday Merries campaign that flips the script on the negative stigma associated with Mondays. The campaign suggests that the greatest enjoyment is found by turning a Monday into a fun day, so, instead of going to work, Back Forty invites Canadians to explore their personal back forty, and, in doing so, reclaim the maligned day. The Monday Merries campaign includes social, digital and out of home, with wild posting advertising soon to be live in major urban centres across Canada, including Toronto, Vancouver, Calgary and Edmonton.

Back Forty 40s are only one of Back Forty's numerous product launches this summer, including new dried flower strains and the brand's first edibles, s'mores flavoured chocolates and Sour Cherry and Sour Grape soft chews. These new products will join Back Forty's already-popular lineup of vapes and flower, with more detail to follow in coming weeks.

About Back Forty

Back Forty is a cannabis brand wholly owned by Auxly Cannabis Group. Through simple, uncomplicated cannabis products, Back Forty invites Canadian cannabis consumers to embrace the freedom of the outdoors.

About Auxly Cannabis Group Inc.

Auxly is a leading Canadian cannabis company dedicated to bringing innovative, effective and high-quality cannabis products to the wellness and adult-use markets. Auxly is a team of cannabis enthusiasts, entrepreneurs, CPG (consumer packaged goods) professionals, scientists and researchers united in a commitment to the company's consumers. Auxly creates trusted brands and products in an expanding global market through a tailored cultivation platform, purpose-built facilities and state-of-the-art technologies.

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