[PRESS RELEASE] – NEW YORK, Oct. 29, 2026 – Azuca, the award-winning applied bioscience company behind TiME INFUSION®, and Ascend Wellness Holdings Inc., a multistate, vertically integrated cannabis operator and consumer packaged goods company, 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.
"This is exactly the kind of long-term partnership our platform was built for," Azuca CEO Kim Sanchez Rael said.
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," Ascend Chief Commercial Officer David Gacom said. "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," Sanchez Rael said. "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 multistate 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.
