Monthly Brand Update - United States

Good morning, Edible Nation!

As part of our continued commitment to optimizing our communications process and best meeting the needs of our stores and franchisees, we’re excited to introduce a new resource designed to enhance alignment and execution across the system.

Introducing the Monthly Brand Update:

This new communication will highlight brand priorities and initiatives while providing execution resources to support planning and drive consistency across the Edible system.

Please note, the Monthly Brand Update will replace the Store Growth Gazette going forward. The Frontline Focus will continue to be shared weekly, outlining operational priorities and execution guidance for the week ahead.

Other Key Changes:

• Berry Direct Update: This communication is moving to a monthly cadence and will feature supply chain action items, inventory status updates, and ongoing promotions.
• Edible Nation Webinar: Beginning in 2026, this live webinar will transition to a quarterly schedule.

Register Now for the Upcoming Edible Nation Webinar:

If you haven’t already, be sure to register for our final Edible Nation webinar of the year, taking place this Thursday, 10/30/25 3:30 PM EDT.

https://events.teams.microsoft.com/event/ccc400ff-2b19-4ee2-97aa-e4033109db6a@8b28ecb3-d178-4c99-9f1f-5b7e88bef2d7

During this session, we’ll review recent system changes, such as those outlined above, and share holiday best practices to help set your store up for success this season.

Thank you for your continued partnership and engagement. We look forward to connecting with you soon!

New Dubai Chocolate Inspired Program 
We’re excited to announce the launch of a new Dubai Chocolate inspired program! Dubai Chocolate is quickly becoming one of the fastest-growing dessert trends worldwide, with a +70% YoY increase in social mentions, features at major global trade shows, and growing menu adoption across premium dessert brands.

We’ve heard strong interest from both consumers and franchisees to bring this indulgent flavor to the Edible lineup. Global flavor trends are projected to rise 20%+ through 2027, confirming that this is not a short-term fad… it’s here to stay.

Learn more about this exciting new launch and what’s coming soon below!

Launch Timeline:

Products Launching:

1. Dubai Chocolate Chip Inspired Cookie:

• Base: Chocolate chip cookie
• Topping: Chocolate buttercream, pistachio-kataifi cream, crushed pistachios, pistachio cream swizzle, chocolate swizzle.

2. Dubai Chocolate & Strawberry Indulgent Cup

• Layers: Strawberries, pistachio-kataifi cream, crushed pistachios, chocolate swizzle.
• Topped with: Semi-dipped strawberry & pistachio cream drizzle.

Product Storage:

• Shelf life: 2 days after prep (same as other baked goods and indulgent cups).

Resources:

• Livewall > Important Documents:
  • Ingredient & tool list
  • Step-by-step build instructions
• nSpire training videos
  • Going live this week!

National & Local Marketing Support:

• National: This launch will be supported primarily in organic and paid social media channels at launch (week of 11/17/25), with email and web support to follow based on learnings and performance at launch.
• Local:
  • Social Media Assets: Local social media assets will be provided on Marketing Toolkit by Friday, 11/14/25 for use on your store social media pages.
  • Acrylic Sign Insert for In-Store Sampling: An acrylic sign insert will be provided on Marketing Toolkit by Monday, 11/10/25 for you to display at your front counter at launch to encourage guests to request samples and try the new product. Driving trial is the first step to driving sales of a new product.

There’s an Edible for That Brand Campaign – Notice of Completion

The last month of our “There’s an Edible for That” brand campaign is October 2025. Going forward, please note we do not have rights to utilize any videos or image stills from the four brand campaign advertisements in any net-new promotional material. If you have posted these brand spots on your store social media pages, they may remain there, but you can NOT post them again as our usage terms have ended and we no longer have usage rights.

The four brand advertisements that can no longer be used in any way are:

• “Recital” (referenced here)
• “Catfished” (referenced here)
• “Related” (referenced here)
• “Uncle Rant” (referenced here)

New Product Guide Structure

As we prepare for the upcoming U.S. Thanksgiving and Holiday seasons, we will be introducing product guides organized by price category (e.g., Under $50, Under $100, Under $200, etc.).

These guides can be found under Marketing Toolkit > Retail Toolkit > My Store Marketing Assets, within the respective US Thanksgiving and Holiday folders.

This adjustment was implemented following valuable feedback from the broader system. The goal of this updated format is to strike the balance of providing pricing context for guests while reducing the need for constant internal updates due to pricing fluctuations (which led to the previous removal of prices from guides).

Updated Product Guide Structure:

• Tier 1 Holidays (Valentine’s Day, Mother’s Day):
  No change. Product guides will continue to include exact pricing, as these serve as in-store “menus” during peak traffic periods.
• Tier 2 Holidays (Easter, Father’s Day, Thanksgiving, Holiday):
  New approach. Product guides will now include price categories (e.g., Under 50, Under 100, Under 200, etc.) rather than specific prices to support stores during these busier-than-normal occasions.
• All Other Holidays (New Year’s, Boss’s Day, Back to School, etc.):
  No change. Product guides for these occasions will not include pricing or price categories but will instead show the product line as a “collection” of products. 

This structure is subject to change.

We want to sincerely thank those who shared productive, solution-oriented feedback and partnered with us throughout this process. Your collaboration has been instrumental in helping us identify opportunities to strengthen the system!

NEW Holiday & Thanksgiving Production Posters

We’re excited to announce the release of new production posters designed to support your teams during the U.S. Thanksgiving and holiday seasons.

These modified, print-friendly posters feature our hero products for the season, organized by category (boards, platters, boxes, and arrangements) with quick-reference recipes and product images.

These posters can be found under Marketing Toolkit > Retail Toolkit > My Store Marketing Assets, within the respective US Thanksgiving and Holiday folders.

Designed with your team’s workflow in mind, these posters make it easier and faster for staff to build orders. By printing and displaying multiple copies at the back of house workstations, team members can reference them quickly.

This new tool was created based on valuable system-wide feedback and aims to improve speed, accuracy, and consistency during high-volume seasons. We encourage you to print and post multiple copies in your production areas for team use.

IMPORTANT NOTICE: These materials contain proprietary and confidential recipes and business information. Printed versions must always remain in-store and should NEVER be removed from the back of house, the store, copied, or shared externally.

Hangtag & Box Insert POP Updates

Holiday POP Kits (11/2/25–12/31/25) are scheduled to begin arriving in stores this week.

Based on your feedback, we’ve made a small but impactful update to the hangtag and box insert layouts. Each now includes space for a standardized address label, allowing you to feature your store’s address and phone number. This update makes it easier for guests to quickly contact your store and place in-store orders. You’ll find all the details outlined below.

• Label: Avery #18660
• Description: Clear, 2.625”W x 1”H

Please follow this link to purchase the correct labels: https://www.avery.com/blank/labels/94200?material=mc-film.

An editable label form is available on the Marketing Toolkit here: nCompass > Marketing Toolkit > Store Retail Toolkit > My Store Marketing Assets > POP Address Labels.

Star of David Board Refresh

The Star of David Board (8735/6732) has been updated to align with other everyday boards:

• White sequins now replace white crispies.
• Whipped topping removed from cheesecakes.
• Re-shot on the new acacia wooden boards.

These updates improve consistency, simplify prep, and refresh product visuals.

November Web & TPA Promotions (US ONLY)

Halloween Web Promotion  
Our Halloween promotion is wrapping up! This is a web-exclusive, email sign-up promotion. This marketing strategy is designed to help drive email sign-up conversions and marketing efforts throughout Q4. Promotion details are available below: 

• Dates: 10/27/25 – 11/1/25 
• Offer: 20% + Free Next Day Delivery 
• Promo Code: TREAT20 
• Marketing Support:
  • Printed Assets: nCompass > Marketing Toolkit > Store Retail Toolkit > My Store Marketing Assets > LSM Assets > Halloween Assets
  • Social Media Assets: nCompass > Marketing Toolkit > Store Social Media Toolkit > Fall 2025 Local Social Media Assets > October 2025 Local Social Media Assets

Halloween TPA Promotion

As part of our continued partnership with DoorDash and Uber Eats, we are running a Halloween promotion designed to drive visibility and sales across Edible’s third-party platforms. Details are available below for your reference:

• Dates: 10/27/25 – 11/2/25 
• Uber Eats Offer: 25% off when you spend $75 or more
• DoorDash Offer: 15% off when you spend $60 or more

Thanksgiving Web Promotion

Our Thanksgiving promotion will be launching in November! This two-phase strategy encourages early shopping while maintaining momentum throughout the holiday week, giving guests a sweet way to share gratitude through gifting or adding something special to their Thanksgiving gatherings. Promotion details are available below for your reference:

• Phase 1:
  • Dates: 11/18/25 – 11/26/25
  • Offer: Up to 25% off select SKUs
  • Codes: THANKS15 | THANKS25
• Phase 2:
  • Dates: 11/27/25
  • Offer: $20 off dessert boards (Pickup Only)
  • Code: THANKS20

• Marketing Support:
  • Printed Assets: nCompass > Marketing Toolkit > Store Retail Toolkit > My Store Marketing Assets > LSM Assets > Thanksgiving (US ONLY)
  • Social Media Assets: nCompass > Marketing Toolkit > Store Social Media Toolkit > Fall 2025 Local Social Media Assets > November 2025 Local Social Media Assets

*Please note, all promotions are subject to change, as we strive to optimize sales and conversion. 

November Store Promotion (US ONLY)

World Kindness Day In-Store Promotion

• Dates: 11/13 – 11/14
• Offer: Buy One Get One Free (BOGO) single treat “one to keep, one to give”
• Code: KIND25
• Promo-Eligible Skus: Chocolate Dipped Fruit Cone (Any Fruit), Indulgent Dessert Cup, Decadent Triple Layer Brownie, Solo Fruit-Topped Cheesecake, Single Signature Cupcake, Chocolate-Dipped Pineapple Pop, and Single Signature Cookie
• Restrictions: Limit redemption one per customer. Must purchase one eligible SKU from above list in order to receive one free SKU of similar or lesser value. Cannot be combined with other offers. Valid in-store only. NOT valid on the web.
• Marketing Support:
  • Local – Execution Guide + Printed & Social Media Assets: nCompass > Marketing Toolkit > Retail Toolkit > My Store Marketing Assets > Store Promo Assets > World Kindness Day
  • National – This promotion will be messaged in National marketing channels, including Web, Email, and Organic Social.

*Please always honor the offer for every guest driven in-store by national marketing. This is critical to creating a positive guest experience, increasing brand affinity, and ultimately driving business growth.

 

2025 World Kindness Day Promotion - Store Execution Guide.pdf

Tasha & Marlon Wadley – Store #611 – Cincinnati, OH

Congratulations to Dr. Tasha Wadley and Marlon Wadley, the new owners of Store #611 in Cincinnati, OH.

Dr. Tasha Wadley is a board-certified pediatrician with over 10 years of experience caring for children and families. Her dedication to service and community care brings a compassionate touch to the Edible® brand.

Marlon Wadley brings extensive business management experience, having overseen several ventures throughout his career. He also spent two years involved with an Edible® store in Columbus, OH, where Tasha frequently supported operations during the busy holiday seasons.

Their shared experiences in both professional and family life have inspired them to embark on this new journey together—blending their strengths into a unified, family-run business. Together, they are excited to explore entrepreneurship as a family, with a commitment to service, community, and building something meaningful for future generations.

Tasha and Marlon—we’re excited to support you on this journey and look forward to the success you’ll bring to your community.

Monil Patel – Store #1349 – South Bend, IN

Monil and the team at Edible South Bend recently secured a B2B gifting agreement with the University of Notre Dame’s HR department—a tremendous win that strengthens the store’s connection with the local community. As part of the partnership, posters will be displayed across dorms and academic buildings throughout campus, helping to bring the joy of Edible to even more students, faculty, and staff.

Monil—thank you for your dedication and commitment to growing the Edible brand. We’re excited to see your continued success in South Bend!

Sarkis Barsemian – Store #478 – Montreal, Quebec

Congratulations to Sarkis Barsemian, owner of Store #478 in Montreal, Quebec.

Sarkis has been actively connecting with local businesses and recently secured a B2B order with a local insurance company for 350 three-count cookie boxes—an order valued at over $9,000!

This success highlights the power of building strong B2B relationships and the impact local connections can have on driving store growth and visibility.

Sarkis—thank you for your initiative and commitment to strengthening the Edible® brand in your community. We can’t wait to see how you continue to grow and build on this momentum!

Laura Hunsley – Store #719 – Valparaiso, IN

Congratulations to Laura Hunsley, owner of Store #719 in Valparaiso, IN.

Laura and her team recently participated in a local “Trunk or Treat” event, handing out 1,500 pieces of candy, 200 cheesecake bites, and 100 treat bags filled with bounce-back coupons. It was a fantastic event and a wonderful opportunity to connect with families and neighbors throughout the community.

This kind of hands-on community engagement showcases the power of local marketing—building awareness, creating meaningful connections, and spreading a little sweetness along the way.

Laura—thank you for your enthusiasm and dedication to getting out into the community and representing the Edible brand!