As cannabis markets expand across the United States, white-label products have proven to be a cornerstone of growth. Once viewed as generic or store-brand offerings, many white-label cannabis brands have matured into household names, developing loyal followings and competitive market share. These brands demonstrate how smart positioning, consumer trust, and operational consistency can turn what began as private-label experiments into industry leaders.
Below is a closer look at some of the most successful white-label cannabis brands that have risen to prominence, each with a distinct strategy and product focus.

&Shine (by Green Thumb Industries)

&Shine has become one of the most recognizable white-label cannabis brands in multiple U.S. markets. With colorful, accessible packaging and product lines spanning flower, pre-rolls, concentrates, and vapes, the brand is positioned as a reliable everyday option for value-conscious consumers. Instead of aiming for the ultra-premium segment, &Shine meets demand for consistency and affordability, offering products that are easy to recognize on dispensary shelves. Its wide presence, particularly in states like Illinois and Pennsylvania, underscores how accessible branding and steady supply can build lasting trust.

Modern Flower (by MedMen & GrowHealthy)

Modern Flower is another standout white-label brand, designed to appeal to mainstream cannabis consumers who prioritize freshness and potency without premium price tags. The brand focuses on straightforward offerings like flower, pre-rolls, and vapes, all presented in bright, engaging packaging. By emphasizing affordability alongside quality, Modern Flower has carved out space in competitive markets such as California and Florida. The brand has succeeded by appealing to both regular consumers and newcomers, presenting cannabis as approachable and uncomplicated.

Encore Edibles

Encore has earned its place as one of the most popular white-label edible brands in the U.S., thanks to its focus on flavor innovation and consistent dosing. The product line includes gummies, chocolates, and other confections, each crafted to balance taste with precise cannabinoid content. Encore products are especially popular with consumers who prefer cannabis through edible formats, positioning the brand as a reliable option for wellness-driven or discreet use. By focusing narrowly on edibles, Encore has strengthened its market identity and become a top-seller across Cresco’s footprint.

High Supply

High Supply was launched as a white-label brand centered on accessibility. The lineup includes flower, pre-rolls, and vapes, often sold in larger quantities that appeal to budget-conscious consumers and frequent buyers. The brand’s “for the people” identity is clear in its price point and availability, providing reliable products without excessive frills. High Supply’s success demonstrates that white-label brands do not need to chase premium positioning to win market share; instead, offering dependable quality at competitive pricing is enough to build loyalty.

Bits (by Verano)

One of the newer white-label entrants, Bits is Verano’s take on approachable edibles. The brand emphasizes microdosing and wellness, offering gummies in low doses designed to enhance everyday life. With flavor blends that pair cannabinoids such as THC, CBD, and CBG, Bits markets itself as a friendly entry point for consumers who are cautious about cannabis but curious about its benefits. By combining approachable branding with functional positioning, Bits reflects how white-label brands can capture new consumer demographics.

Select (by Curaleaf)

Select is perhaps one of the most successful white-label success stories in cannabis. Launched in Oregon as a vape brand, it has since expanded into gummies, tinctures, and other product categories, becoming a national leader with availability across multiple states. Known for its premium vape cartridges and rigorous quality testing, Select has earned consumer trust through a commitment to safety and flavor. Its rise from a small, regional white-label project to a major U.S. cannabis brand shows the potential of white labeling to evolve into large-scale dominance.

Why White-Label Brands Succeed

1. Affordability with reliability. Many consumers look for products that balance price with consistent quality. Brands like &Shine and High Supply built their reputations by offering accessible cannabis that doesn’t compromise on standards.
2. Category specialization. Encore has focused entirely on edibles, while Select initially specialized in vapes. This allowed both brands to dominate their chosen niches before expanding into other product lines.
3. Consumer-friendly branding. White-label brands often strip away complexity. Modern Flower’s simple product approach and Bits’ approachable low-dose gummies appeal to consumers who want cannabis that feels easy and welcoming.
4. Backing from MSOs. The success of these brands is closely tied to their parent companies—multi-state operators such as Green Thumb Industries, MedMen, Cresco Labs, and Curaleaf. The operational resources of these MSOs ensure consistency, large-scale distribution, and brand longevity.

Key Takeaway

White-label cannabis brands are no longer just anonymous products behind dispensary counters. They have grown into trusted names that consumers actively seek out. From Select’s national expansion to Bits’ approachable entry into wellness, these brands show that successful white-labeling is about more than cost savings—it is about building loyalty, scaling intelligently, and delivering consistent value. As legalization spreads and competition grows, white-label brands will continue to serve as a crucial bridge between consumer demand and efficient market delivery.