Leading multi-state cannabis operator Ascend Wellness Holdings enhances its effects-based edibles brand with Azuca, the applied bioscience company behind TiME INFUSION®; initial rollout includes five products across Illinois, Massachusetts and New Jersey.
NEW YORK, Oct. 29, 2026 /PRNewswire-PRWeb/ -- Azuca, the award-winning applied bioscience company behind TiME INFUSION®, and Ascend Wellness Holdings, Inc. ("Ascend") (CSE: AAWH.U) (OTCQX: AAWH), a multi-state, vertically integrated cannabis operator and consumer packaged goods company, today announced a collaboration to introduce a new generation of fast-acting Effin' gummies.
The launch builds on the success of Ascend's Effin' edibles brand, introduced in 2024 as an effects-based lineup that helps consumers shop by their desired experience through thoughtfully formulated blends of THC and minor cannabinoids. Now powered by Azuca's TiME INFUSION® process, the enhanced products deliver the targeted experiences consumers expect from Effin' with fast-acting, predictable performance.
The initial rollout includes five products launching across Illinois, Massachusetts and New Jersey, with additional state expansion in the pipeline. As part of the collaboration, Ascend is also transitioning its existing Effin' gummy portfolio to TiME INFUSION®, making the process the brand's standard for fast-onset gummies moving forward.
"Our goal with Effin' has always been to create products that help consumers easily find the experience they're looking for," said David Gacom, Chief Commercial Officer at Ascend. "As the brand has grown, we wanted to make that experience even better. Partnering with Azuca allows us to pair our targeted cannabinoid formulations with Azuca's fast-acting delivery system that provides a more consistent, predictable consumer experience while giving us the ability to scale efficiently across our markets."
The lineup includes:
- Fast-Acting Effin' Chill Relaxing Blue Razz – formulated with CBD
- Fast-Acting Effin' Create Inspiring Strawberry Tequila – formulated with CBG, chaga and rhodiola
- Fast-Acting Effin' Deep Sleep Dreamy Dark Cherry – formulated with CBN, CBD, l-theanine and magnesium glycinate
- Fast-Acting Effin' Do It! Amplified Apple – formulated with THCV
- Fast-Acting Effin' Hang Social Citrus – formulated with CBG
- Fast-Acting Effin' Relief Soothing Sour Acai – formulated with CBD, CBG, CBC, reishi and turmeric
- Fast-Acting Effin' Sleep Goodnight Grape – formulated with CBN
- Fast-Acting Effin' Zen Peaceful Peach Honey – formulated with CBG, CBN, ashwagandha and chamomile
The updated lineup reflects Ascend's continued investment in product innovation while reinforcing Azuca's ability to help leading cannabis operators develop differentiated products that can be manufactured consistently across multiple markets and production facilities.
"We're excited to support the next evolution of the Effin' brand," said Kim Sanchez Rael, CEO of Azuca. "Ascend has built one of the industry's most innovative effects-based edible portfolios, and this partnership demonstrates how TiME INFUSION® helps leading operators enhance existing brands with fast-acting performance while maintaining the consistency and quality consumers expect. It's exactly the kind of long-term partnership our platform was built for."
TiME INFUSION® is Azuca's proprietary molecular encapsulation and infusion process that enables fast-acting, predictable cannabinoid performance across commercial manufacturing environments. Designed to preserve taste, texture and product integrity while simplifying manufacturing at scale, TiME INFUSION® helps brands deliver premium consumer experiences across gummies, beverages and other ingestible formats.
From emerging brands to some of the industry's largest multi-state operators, Azuca helps partners innovate, expand into new markets and scale differentiated product portfolios that meet growing consumer demand for fast-acting products, all without compromising the consumer experience.
To learn more about Azuca, visit AZUCATIME.com. For more information about Ascend Wellness Holdings, visit www.awholdings.com. For more on Effin' Edibles and where to purchase, visit effinedibles.com.
About Azuca
Azuca is an award-winning applied bioscience company helping brands create differentiated edible and beverage products powered by TiME INFUSION®. Known for its leadership in fast-acting cannabinoid innovation, Azuca combines precision infusion, superior taste, and predictable product performance to help brands build consumer trust and succeed in evolving markets.
Powered by TiME INFUSION®, Azuca enables premium product experiences across cannabinoids, terpenes, and a growing range of functional ingredients. Azuca has powered more than 800 million infused servings and has been recognized twice on the Inc. 5000 list of fastest-growing private companies. Learn more at AZUCATIME.com.
Azuca Media Inquiries:
About Ascend Wellness Holdings, Inc.
AWH is a vertically integrated cannabis operator with assets in Illinois, Maryland, Massachusetts, Michigan, New Jersey, Ohio, and Pennsylvania. AWH owns and operates state-of-the-art cultivation facilities, growing award-winning strains and producing a curated selection of products for retail and wholesale customers. AWH produces and distributes its in-house Ozone, Simply Herb, High Wired, Honor Roll, Royale, and Effin' branded products. For more information about AWH, visit www.awholdings.com.
Ascend Media Inquiries:
MATTIO Communications
[email protected]
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Media Contact
Raquel Hochroth, Azuca, 1 914.374.1213, [email protected], AZUCATIME.com
SOURCE Azuca
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