Theory Wellness, makers of Hi5 infused sparkling beverages, did what many brands do on April 1st and posted on Instagram a joke product called “Four-Twenty Loco.”
However, unlike most April Fools gags, Hi5 now sells genuine Four-Twenty Loco, just in time for the unofficial cannabis holiday, April 20th.
Unlike similar-sounding RTD beverages, Hi5’s Four-Twenty Loco doesn’t get spelled with a K, nor is it a blackout-inducing concoction of sugary malt liquor and caffeine. Instead, Four-Twenty Loco uses a fast-acting micro-emulsified THC that acts within five minutes, unlike traditional edibles and infused products that can take hours before inducing desired effects, with zero calories to boot. The packaging design follows the identical system as Hi5’s standard offerings but in a bright red instead of blue. According to Theory Wellness, Four-Twenty Loco features a “tart and sweet fruit punch flavor profile.”
“Many of us were in college in the mid-to-late-2000s era, which inspired this limited batch product,” said Thomas Winstanley, VP of marketing at Theory Wellness. “We realized we probably weren’t alone in our affinity and wanted to pay homage to another product that was once banned, too. What began as a tongue-in-cheek ‘what if’ design became an actual product after some recipe formulations, test prints, and reminiscing of days past.”
Four-Twenty Loco is available now in select Massachusetts stores.
Images courtesy of Theory Wellness.
