Aurora Launches Bold New Brand Tasty's into Canadian Adult Market

"We could not be more excited to bring a net new brand to the Canadian market, and especially a brand that packs the punch as TASTY'S does and meets the rapid growth of the pre-roll segment," says Geoff Hoover, Senior Vice President, Consumer at Aurora. "We leaned into valuable consumer insights and recent market performance to develop TASTY'S, a brand that promises the cannabis experience Canadians are seeking at a price they can feel good about. This is what great innovation looks like at Aurora."

TASTY'S is the newest brand to join Aurora's leading portfolio of brands loved by Canadian cannabis consumers, including Greybeard, San Rafael '71 and Daily Special. The brand takes a bold approach with a disruptive look and in-store marketing that differentiate TASTY'S as a brand that is all about flavour and potency. 

Addressing the increasing importance of the pre-roll category, now ranked second behind the flower category and expected to deliver further growth, TASTY'S will launch in two primary formats – vapes and infused pre-rolls. TASTY'S 50% THC infused pre-rolls are packed with whole milled flower infused with concentrate inputs and enhanced with botanical terpenes in a 3 x 0.5g pack. The 510 vapes offer up to 1,000mg of THC and huge flavour enhanced by botanical terpenes contained in a deluxe 1.2g cartridge. A brand that's all about bold flavour, TASTY'S consumers will experience the intensity from the likes of blue raspberry, green apple, watermelon and more.

TASTY'S infused pre-rolls and vapes will be available at cannabis retailers across Canada, starting in September. For more information, visit www.tastysweedco.com/en.

About Aurora:
Aurora is opening the world to cannabis, serving both the medical and consumer markets. Headquartered in Edmonton, Alberta, Aurora is a pioneer in global cannabis, dedicated to helping people improve their lives. The Company's adult-use brand portfolio includes Aurora Drift, San Rafael '71, Daily Special, Whistler, Being and Greybeard. Medical cannabis brands include MedReleaf, CanniMed, Aurora and Whistler Medical Marijuana Co, as well as international brands, Pedanios, Bidiol and CraftPlant. Aurora also has a controlling interest in Bevo Farms Ltd., North America's leading supplier of propagated agricultural plants. Driven by science and innovation, and with a focus on high-quality cannabis products, Aurora's brands continue to break through as industry leaders in the medical, performance, wellness and adult recreational markets wherever they are launched. Learn more at www.auroramj.com and follow us on Twitter and LinkedIn. 

Aurora's common shares trade on the NASDAQ and TSX under the symbol "ACB". 

This news release includes statements containing certain "forward-looking information" within the meaning of applicable securities law ("forward-looking statements"). Forward-looking statements are frequently characterized by words such as "plan", "continue", "expect", "project", "intend", "believe", "anticipate", "estimate", "may", "will", "potential", "proposed" and other similar words, or statements that certain events or conditions "may" or "will" occur. Forward-looking statements made in this news release include, but are not limited to, statements with respect to the launch of the Tasty's brand into the Canadian market, including those related to product formats, potency, flavour and availability for consumers.

These forward-looking statements are only predictions. Forward looking information or statements contained in this news release have been developed based on assumptions management considers to be reasonable.  Material factors or assumptions involved in developing forward-looking statements include, without limitation, publicly available information from governmental sources as well as from market research and industry analysis and on assumptions based on data and knowledge of this industry which the Company believes to be reasonable. Forward-looking statements are subject to a variety of risks, uncertainties and other factors that management believes to be relevant and reasonable in the circumstances could cause actual events, results, level of activity, performance, prospects, opportunities or achievements to differ materially from those projected in the forward-looking statements. These risks include, but are not limited to, the ability to retain key personnel, the ability to continue investing in infrastructure to support growth, the ability to obtain financing on acceptable terms, the continued quality of our products, customer experience and retention, the development of third party government and non-government consumer  sales channels, management's estimates of consumer demand in Canada and in jurisdictions where the Company exports, expectations of future results and expenses, the risk of successful integration of acquired business and operations, management's estimation that SG&A will grow only in proportion of revenue growth, the ability to expand and maintain distribution capabilities, the impact of competition, the general impact of financial market conditions, the yield from cannabis growing operations, product demand, changes in prices of required commodities, competition, and the possibility for changes in laws, rules, and regulations in the industry, epidemics, pandemics or other public health crises, including the current outbreak of COVID-19, and other risks, uncertainties and factors set out under the heading "Risk Factors" in the Company's annual information form dated June 14, 2023 (the "AIF") and filed with Canadian securities regulators available on the Company's issuer profile on SEDAR at www.sedar.com and filed with and available on the SEC's website at www.sec.gov. The Company cautions that the list of risks, uncertainties and other factors described in the AIF is not exhaustive and other factors could also adversely affect its results. Readers are urged to consider the risks, uncertainties and assumptions carefully in evaluating the forward-looking statements and are cautioned not to place undue reliance on such information. The Company is under no obligation, and expressly disclaims any intention or obligation, to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise, except as expressly required by applicable securities law.

SOURCE Aurora Cannabis Inc.