Shreddies taps cannabis crowd with ‘Wheat Dispensary’ in Toronto
Published on June 9, 2022 by David Wylie
They may not be puffed wheat, but Shreddies is definitely taking its marketing to a new high.
Cereal brand Shreddies is latching on to the cannabis craze and opening a “Wheat Dispensary” in Toronto on Queen Street. The storefront has a cannabis shop feel.
Calling the cereal the “ultimate edible” in its pun-laced news release, Shreddies invited Torontonians to “start their mornings on a high note at the world’s first wheat dispensary.” Inside the location at 311A Queen Street West, visitors can sample “a variety of whole-wheat Shreddies strains to suit any mood and enjoy a feel-good day.”
There are a over a dozen weed shops on Queen Street in Canada’s biggest city battling it out for customers.
“Over the past few years, hundreds of cannabis stores have popped up all over the city. You can pretty much find a dispensary on every street corner,” says Amy Bernstein, senior brand manager at Post Consumer Brands Canada.
“We wanted to introduce Torontonians to a dispensary unlike any other—one that would help fuel their day. That’s why we’re so excited to launch the first-ever wheat dispensary. There is no actual cannabis involved—just the 100% whole-wheat goodness of Shreddies breakfast cereal. What better way to discover the ultimate edible than through a delicious bowl of Shreddies?”
The Wheat Dispensary will be open for a limited time.
It has its own website at shreddieswheatdispensary.com.