The company has redesigned the packaging of its Dama product line to appeal to its growing consumer audience.

New Leaf hopes that this elevated design will appeal to the brand’s younger consumers, with Millenials and GenZ making up the fastest growing demographic in the cannabis sector, according to industry analysts.

In addition to the rebrand, the company hopes to engage a wider consumer base through social media, influencers, and the creation of a lifestyle brand.

The company has also launched a new consumer website specifically for the Dama product line.

David Weston, New Leaf USA sales director, commented on the rebrand and product expansion.

“Overall, the changes today represent a broader selection to a wider audience, and directly address what our retailers have been asking for,” he said.

“It’s a game-changer in terms of market penetration and will dramatically aid our ability to develop new account expansion across and beyond the state lines.”

New Leaf USA has also released two new products, Tasty Tokes and Green State.

Tasty Tokes is a potent, infused pre-roll that comes in three fruit flavours: creamsicle, mango, and wild cherry.

Green State is a Washington themed brand aimed at telling the story of Washington farms, greenhouses, and culture.

“We believe the new product branding and exciting new additions to our brand lineup directly address the actual desires and interests of the knowledgeable consumers we hope to serve,” said Mr. Weston.

New Leaf Ventures is a licensed producer and processor of ultra-premium cannabis.

New Leaf Ventures Inc. (NLV) is up 1.15 per cent, trading at $0.44 per share as of 2:23 pm ET.