How to Launch a Canadian Pre-Roll Brand

In the Canadian cannabis market, the pre-roll is king.

In 2025, pre-rolls were the no. 1 category in the Canadian market in both revenue and unit sales, moving 77.2 million units and raking in $1.4 billion in sales and a 33.9% market share.

And believe it or not, those numbers are up from the previous year. Pre-roll revenue was up 6.3% over 2024 and unit sales were up 6.2%.

Once an afterthought, the humble pre-roll is now the driving force of the entire industry and it's why any LP without a pre-roll brand is leaving money on the table.

But what makes a pre-roll brand successful? What do you need to know to launch a successful pre-roll brand?

Luckily, the Pre-Roll Experts are here to help.

Building a Pre-Roll

Once you have decided on your source material and your goals for your pre-rolls and your brand, it's time to begin building the perfect pre-roll for success.

Step 2: Pre-Roll Size Matters

Pre-Roll Expert Tip 3: Start with pre-roll size and type as it dictates packaging dimensions. - Andre Beyard, Cones Canada Compliance Manager

The first decision you need to make is what size pre-rolled cones you are going to pack because it is going to affect everything else going forward.

There are a handful of common sizes of pre-rolled cone including the 70mm "mini" that will hold about 0.3 grams, the "1 ¼" 84mm half-gram size, the 98mm 0.75-gram cone and the king size 109mm cones that holds a full gram of flower.

All four of those sizes, as well as a handful of others will also work in standard cone-filling machines like the King Kone and the Fill N' Fold and all four move units. However, two sizes stand out and should be considered a must for any success pre-roll brand launch: the 1-gram 109mm per-rolled cone and the half-gram 84mm pre-rolled cone.

According to cannabis analytics firm Headset, the most dominant pre-roll format in Canada is the 1.5-gram 5-pack, consisting of five (5) 84mm pre-rolls. It accounts for 22% of all pre-roll units sold. Additionally, the 2.5-gram 5-pack of 84mm pre-rolls is the fifth best-selling product size, accounting for 7.9% of pre-roll unit sales.

However, the top-selling single pre-roll in the country is the 1-gram single, made with a 109mm pre-rolled cone, accounting for 13.9% of all sales. The 2-gram 2-pack, containing two (2) 109mm pre-rolled cones, also makes up 12% of sales.

And while the 84mm and 109mm are clearly the two most important sizes, don't sleep on the 0.35-gram 70mm mini pre-rolled cone. These personal-sized "dogwalker" pre-rolls are great for multipacks, including the 3.5-gram 10-pack, which accounts for 8.4% of all pre-roll unit sales.

In total, across 2024–2025, 75.2% of Canadian pre-roll units sold were multipacks.

Pre-Roll Expert Tip 4: Multi-Packs are King for Pre-rolls – Increasingly consumers are interested in multi-packs when purchasing pre-rolls, whether that is a 10-pk of dogwalkers, a 5-pk of half gram pre-roll, or a 3pk of 1 gram pre-rolls, consumers are drawn to the value and convenience of purchasing pre-rolls in packs rather than one at a time. - Alex Ayers, Cones Canada Sales Operations Manager

That's not to say there aren't important opportunities for non-standard or custom sizing, which is an excellent way for a new company or brand to stand out from the common cone. That is how the aforementioned "Dogwalker" mini cone was launched, forever claiming that small size for the brand and making that company the "Xerox" of pre-rolls.

Pre-Rolled Cone Sizes

Step 3: The Paper Makes the Pre-Roll

Once you've selected your size, the next step is deciding what type of paper you are going to select for your pre-rolled cones. There are three main paper types: ultra-refined white, natural brown and organic hemp.

The refined white goes through the most processing and is the most translucent paper available on the market. It's bright, white appearance gives a clean, professional look.

Natural brown paper is made the same way as the white, but refined less, leaving more lignans – cellular structures found in plants – in the mix, giving the paper its distinctive color.

Organic hemp paper is different. Instead of being made from wood pulp, it is made using the fibers from the hemp plant. It has an off-white color that is still translucent, but not as bright as white paper and is a favorite of brands that lean on their "green" bonafides.

And don't feel forced to choose just one. Many brands use multiple paper types, depending on the pre-roll.

No matter which paper you chose though, there is one very important note here: Unlike the flower you pack into your cones, there are no regulations on rolling paper mandating tests for things like pesticides, heavy metals or microbials. The only time rolling papers are tested will be AFTER you pack your cones and because Health Canada regulations require product testing in its final form, unclean paper could trigger a failure, resulting in a recall or worse, you could be forced to destroy a whole batch of pre-rolls (and the flower inside) you already packed up.

That's why Cones Canada tests all of its pre-rolled cones to the same Health Canada standards as your flower, so you can be sure that your pre-rolls will never fail a lab test due to the rolling paper.

You can also pack pre-rolled blunts, usually made with hemp wraps, available in both cones and tubes. Though it's a small segment of the pre-roll industry, it is one that is absolutely primed for growth.

Step 4: How to Pack High-Quality Cones and the Power of Pre-Roll Machines

When you've got your flower, your size and your cones picked out, it's time to start packing your pre-rolls and let's be clear: a successful pre-roll brand makes high-quality pre-rolls. If your pre-rolls burn too quick or canoe down one side, you're not going to attract a loyal customer base.

Also remember: brand matters. It's the third-most important thing for consumers when they are picking a pre-roll, so if you launch with less than stellar pre-rolls, that could follow you around. So one key to a successful pre-roll launch is packing high-quality pre-rolls.

How do you make a high-quality pre-roll?

We like to say that It All Starts with the Grind.

Grinding Your Flower

Pre-Roll Expert Tip 5: Get the right grinder. Getting the wrong grinder ruins the whole process. - John Arriola, Cones Canada VP of Business Development

The key to packing a pre-roll that burns and smokes well is consistent particle size. And the key to consistent particle size is a good grinder. But not all grinders are equal.

When searching for a grinder to make pre-rolls, the most important thing to watch for is the heat that it generates while breaking apart your flower. High-rpm grinders, such as whip-style grinders or shredders, as well as kitchen equipment like blenders or coffee grinders, may seem like cheap ways to break up your flower, but they all generate a lot of heat, and that can damage the valuable trichomes on your flower, where the cannabinoids and terpenes are housed.

Instead, look for a high torque, low rpm grinder, such as the Industrial Cannabis Grinder, which was designed specifically for the cannabis industry. The Industrial Cannabis Grinder uses a high-torque, low-RPM motor to push your flower through a screen, breaking it down to a small enough size to pack into cones or tubes, while producing less heat and protecting your flower.

Cannabis Sifting

Pre-Roll Expert Tip 6: Don't Forget to Sift – An often overlooked key to a perfect pre-roll is not just consistently ground product, but also sifted cannabis to remove any additional particulate such as stem pieces that result in harsh flavor or ripped paper. - Alex Ayers, Cones Canada Sales Operations Manager

Again, consistent particle size will make filling and packing smoother and easier, and it leads to better pre-rolls. Besides that, the top two causes of re-work, according to LPs we have surveyed, are inconsistent filling and pre-rolls that are packed too tight, both of which can be helped by sending your flower through a sifter before packing.

Grinder

Sifter

King Kone

Fill N' Fold

Packing Your Pre-Rolled Cones

Whether packing by hand or using a cone-filling machine, the key to a high-quality cone is a consistent, firm pack, starting right at the top of the filter. Because no one likes a floppy pre-roll.

However you fill your cones, focus on a good, consistent pack at the base and then work your way up. We don't want it solid, but a consistent pack creates a better-smoking pre-roll that is less likely to have air pockets which can cause it to canoe, or run down one side while smoking. And the easiest way to do this, of course, is with a cone-filling machine.

The most popular cone-filling machines use vibrating or bounce motors to evenly distribute flower into a tray of cones. Many of the machines also come with metering trays, making consistent filling easier, and several now come with closing mechanisms, addressing what is consistently the most time-consuming part of production.

Pre-Roll Expert Tip 7: Start small and scale up your manufacturing; the biggest companies are not using fully automated machines. - Harrison Bard, Cones Canada CEO and Co-Founder

Some businesses launch with simple, manual filling machines like a Bump Box, but nearly all serious producers use machinery to produce consistent, high-quality pre-rolls in large quantities.

The most versatile cone-filling machine we have seen is the King Kone, which can fill any size cone or tube (with a conversion kit) and uses a vertical bounce motor to pack up to 169 cones in a single cycle. Perfet for small farms, mom-and-pop operations as well as established pre-roll manufacturers, the King Kone cone-filling machine is a sturdy, budget-friendly choice.

It also has a separate closing device that can close a full tray of filled cones in a few simple moves, saving time on the back end.

The Fill N' Fold cone-filling machine is a simple, multi-tray cone-filling machine that uses a vibrating motor to fill up to 121 pre-rolled cones in a single cycle. It also comes with a unique tamping/folding tool that allows employees to close a full row of 11 pre-rolls at one time, drastically speeding the closing procedure. The Fill N' Fold has work trays for all sizes and shapes of pre-rolled cone, all of which work with the standard vibrating base, making it a useful cone-filler for businesses of any size.

There is also a separate cone-loader device for the Fill N' Fold that allows employees to load a full stack of cones into each slot and drop a full tray of cones at a time, saving time on the front end of production in the same way the tamping tool does on the back end.

Another common machine is the Futuola Knockbox, a vibrating machine that can handle multiple size cones. A common machine in the early days of the industry, the Knockbox is still popular, though its use of glass as part of its design makes it more fragile than metal or hardened plastic machines like the King Kone or Fill N' Fold, and should not be used with premium glass or ceramic filter tips.

For manufacturers looking for something bigger, there is the Hummingbird PR-1, which uses a unique centrifugal motor to pack cones, automatically putting higher-density material near the filter for increased support and lower-density material near the tip for easy lighting. It's a little bigger and more expensive than most companies launch with, but if pre-rolls are your plan for the long run, it is worth consideration.

There are also automated pre-roll machines, but we don't recommend those for businesses producing less than 10,000 per-rolls per month, so it's probably not what you are looking for at launch.

Step 5: To Infuse or Not to Infuse

This is a big one. Creating infused pre-rolls – pre-rolls that mix flower with a concentrate for increased potency and flavor – can often come down to a matter of investment and expense (particularly before markets mature and concentrate prices are high), but there is no doubt that infused pre-rolls are extremely popular and are, in fact, helping drive the revenues for the entire category.

Pre-Roll Expert Tip 8: Infused and flavored pre-rolls – even if these types of pre-rolls are not your cup of tea, are the most popular and you should sell people what they want! - Harrison Bard, Cones Canada CEO and Co-Founder

In fact, in 2025, infused pre-rolls were the second-highest revenue-generating pre-roll segment behind the single strain hybrid and showed one of the highest growth rates of all pre-roll segments. In fact, the top 2 best-selling products in the country by revenue are infused products (both are 2.5-gram, 5-pack multipacks), as are 4 of the top 10.

In total, infused pre-rolls in 2025 accounted for 36.5% of all pre-roll revenue and 26.7% of all pre-roll units sold in Canada,

But again, infusing is not a necessity as the top-selling pre-roll segment in Canada by both revenue and units sold is the Hybrid – Single Strain. However because of a lower price point, it does not generate nearly the same levels of revenue per unit.

If you choose to infuse, you can do it by hand or there are several machines that can make it easier, such as the Infused Flower Mixer that uses the power of physics to perfectly homogenize your concentrate and flower into a single mix, or the KL120 system, which can coat thousands of pre-rolls each minute with an adhesive and kief to create an eye-catching externally infused pre-roll.

Step 6: Lab Testing

Health Canada's cannabis compliance standards are no joke. They are stricter than any U.S. market and are generally considered to be the strictest in the world. Under Health Canada compliance standards, all legal cannabis products, including pre-rolls, must be tested for potency, pesticides, heavy metals and microbial contamination.

The tests must be conducted by an accredited lab, either third-party or Health Canada's own Cannabis Laboratory, which is accredited to ISO/IEC 17025 and supports inspection and scientific standards for cannabis analysis.

Health Canada requires testing for 96 different pesticides, more than any U.S. state market, including California, with different standards for fresh cannabis plants, dried cannabis and cannabis oil.

According to Health Canada, the pesticide active ingredients list and the legal limits it sets are reviewed periodically and revised as needed, based on Health Canada's monitoring of the industry for pesticide active ingredients and advances in chemical analysis technology.

Also remember that all products must be tested in final form, which for pre-rolls means that they must be sent to the labs after they have been packed and the paper is part of the testing. That's why it is so important to make sure your cone provider cares as much about compliance as you do.

See, rolling papers and pre-rolled cones are not required to pass any testing before being sold, and there have been incidents of rolling papers causing lab failures that require whole batches to be destroyed.

At Cones Canada, we always independently lab test all our products for pesticides, heavy metals and microbials. And we not only meet all Canadian standards, we exceed them, testing for 106 pesticides, including all 96 on the Health Canada compliance list. And we keep the COAs on hand if you need them.

Step 7: Packaging Choices

Pre-Roll Expert Tip 9: Packaging is your 1st impression – With an increasing number of states requiring opaque containers, consumers make their decision about what products they are interested in based on how the packaging looks, rather than the product itself. Ensure your packaging conveys the quality of the product inside of it and stands out on a busy shelf of competitors' products. - Alex Ayers, Cones Canada Sales Operations Manager

With your pre-rolls packed, the next decision is packaging. And remember, this relates back to your choice in cone-size, so make sure you get the right size package for your pre-roll products.

However, it is also important to keep in mind that Health Canada regulations for pre-roll packaging have

Health Canada Pre-Roll Packaging Requirements

We did a full deep dive on Canada pre-roll packaging that includes all of the regulations, but let's focus on the top-level stuff here.

According to the Health Canada regulations, pre-roll packaging must:

• Be child-resistant;
• Include a tamper-evident feature;
• Protect the product from contamination;
• Keep the pre-rolls dry;
• Be made from materials suitable for cannabis products; and
• Contain only one class of cannabis (for example, dried cannabis only - not mixed with edibles or extracts).

There are also restrictions and regulations for labeling. For example, while brand name and logo are allowed, the following my not be part of your cannabis packaging, including pre-rolls, per Health Canada:

• Lifestyle imagery;
• Cartoon characters;
• Metallic or holographic decoration intended to attract attention;
• Embossing or unusual textures for promotional effect;
• Claims appealing to youth;
• Celebrity endorsements;
• Health claims; or
• Descriptions that could encourage overconsumption.

Meanwhile, the following information MUST be included on the label of your pre-roll packaging, again, per Health Canada:

• Brand name;
• Product name;
• Standardized cannabis symbol;
• THC/CBD content;
• Net weight;
• Class of cannabis ("Dried Cannabis");
• Health warning message;
• Excise stamp;
• Lot number;
• Packaging date;
• Recommended storage conditions (when applicable);
• License holder's name;
• Telephone number;
• Email address;
• Barcode (optional but commonly used); and
• Any required bilingual information (English and French).

However, one place where Health Canada has loosened their regulations is on see-through packaging. Where opacity was required for years, Health Canada in 2025 began allowing transparency in packaging to allow consumers to see the product, though there are restrictions, which is good because it opens up more marketing and branding options that can help you stand out on a dispensary shelf.

There may also be province-specific pre-roll packaging regulations that need to be met before heading to store shelves, so always check any local rules before buying in bulk.

And remember, it is up to the LP to meet any packaging standards, so due diligence is a must.

Doob Tubes

Multi-Packs

Glass Tubes

Mini Jars

Pre-Roll Packaging Options

The single most popular piece of pre-roll packaging is the plastic pop-top doob tube. It is inexpensive, familiar, child-resistant and fully customizable, both in color (including Pantone matching) and with custom label application. They come in sizes for every cone and even multi-packs, and, when tamper bands are added, meet all Health Canada regulations.

Glass pre-roll tubes are the next most popular option. Glass tubes, especially clear glass tubes that allow consumers to see the product inside, immediately signify to consumers a premium product because of the additional weight and fragile nature. As far as customization options, glass tubes can be topped with customizable caps designed to match your brand colors, but be sure to ask about CR options, as they are required.

There are also plastic pre-roll tubes with caps (in various, customizable colors) for brands that want a higher-end look without fully committing to glass packaging, though be sure to look for child-resistant caps.

There are also more eco-friendly tube options for environmentally-friendly brands, including reclaimed ocean-bound plastic, post-consumer plastic (required in some states, such as New York), paper tubes, hemp plastic tubes or even fully compostable pre-roll tubes that can be tossed in a backyard bin.

And for companies looking for additional multi-pack options, there are tins and boxes in multiple shapes, and always customizable, so there is something for every pre-roll brand.

Pre-Roll Expert Tip 10: Make sure you understand the rules and regulations regarding pre-rolls and packaging for your state or country. - Andre Beyard, Cones Canada Compliance Manager

There's plenty of packaging options to ensure you find the right one for your brand's needs, no matter what it takes to keep you in compliance, because no matter how good your packaging is, if you can't stay on the shelf because of compliance issues, your pre-roll brand will not be successful.

Step 8: Branding Your Pre-Rolls

Our pre-roll consumer survey revealed that the top three things shoppers consider when buying a pre-roll are potency, price and brand. And while the first two are tied up in your flower and business model, proper branding is an easy way to stand out from the crowd.

Pre-Roll Expert Tip 11: Choose packaging that not only fits the product but also matches your brand and target audience. - Andre Beyard, Cones Canada Compliance Manager

Developing your brand voice, logo and colors is something you will have to do in order to launch a successful brand. And while there are countless places to find advice on this, the key is to remember that your brand is more than your logo, it's what customers think and feel about your company and product. So take the time to make sure you understand your target customer and the type of pre-roll brand you intend to be.

Your first bit of branding a customer will notice is on your packaging, so choose packaging that compliments your brand and then use labels or custom printing to ensure that your logo and message come across (as well as warnings or lab numbers). And, of course, remember to keep in line with Health Canada regulations against lifestyle imagery, cartoon characters, etc., as well as to make all text bilingual.

Beyond the packaging however, you should brand your pre-rolled cones themselves. Once your pre-rolls come out of their package, no one in the session will be able to tell who made that high-quality pre-roll. However, if you brand your pre-rolls with custom filter tips, everyone taking a hit will see your company logo or message and know what to ask for at the dispensary.

Pre-Roll Expert Tip 12: Brand as many things as possible. - John Arriola, Cones Canada VP of Business Development

Not only can you custom-print directly on to a paper or premium filter, Custom Cones USA offers additional options like cigar bands and external wraps that go around the filter tip, available in foil, spot UV and even holographic options.

For companies that do not want to go for full customized filter tips, simple things like stock colored filter tips provide an easy and popular way to add a bit extra to your pre-roll branding.

Step 9: Pre-Roll Practice Makes Perfect Pre-Rolls

So those are the main points to putting together a successful pre-roll brand, but there are a few more things to note.

First, this all sounds easy enough, but the truth is it takes a little practice to dial in Standard Operating Procedures and production guides to ensure every pre-roll you produce is a high-quality product.

Pre-Roll Expert Tip 13: Test pre-rolls and packaging together early to avoid costly adjustments later. - Andre Beyard, Cones Canada Compliance Manager

We always recommend starting with small batches to verify size and weight before flipping the switch on a larger production model. Prototyping your pre-rolls in smaller batches at the beginning will also give a sense of what is selling and what dispensaries are looking for.

And don't be afraid to change if your initial ideas don't pan out the way you expected. There is a lot of competition in this industry so be strategic, agile and keep your margins in line, especially at launch time.

White labeling, or having another licensed company produce your pre-rolls, is also an option for some brands looking to get into dispensaries quickly.

Step 10: Never Stop Innovating Your Pre-Rolls

Pre-rolls are one of the fastest moving segments in the industry. How fast? More than 55% of our industry survey respondents said it only takes a few days to go from production to store shelves.

Because of its small size and low price point, pre-rolls are an easy and convenient way for consumers to try out a new brand or new strain. It's why the category sells more units than any other category in cannabis.

Because of this, the pre-roll segment is constantly evolving and innovating, with new infusions, premium filter tips like wood, glass or ceramic, or even new sizes and paper types.

So it's vitally important that you pay attention to pre-roll trends and be ready for opportunities with special holiday packaging and branding options.

Beyond that, in this industry, relationships are important. For pre-roll makers, that means finding both a pre-roll supply partner you can trust and making sure you build relationships with people at dispensaries and throughout the industry as a whole.

Remember: Budtenders are your friend and can make or break a brand.

Pre-Roll Expert Tip 14: Build strong relationships with budtenders and store managers. You can't just launch a brand and expect sales. You need to give out samples, educate budtenders and be present at local events. Budtender turnover is high unfortunately, so you need to be consistent and keep on maintaining connections with your community. - Harrison Bard, Cones Canada CEO and Co-Founder

Final Thoughts on Launching a Successful Pre-Roll Brand in Canada

That about sums it up: Everything you need to know to launch a successful pre-roll brand in the Canadian market. We discussed flower and pricing, size and paper, packing and packaging, and branding for success, as well as the importance of testing and compliance.

Pre-Rolls are a rewarding and profitable category that is driving the industry forward with five years of industry-leading growth, but they are also a very competitive marketplace. Remember, this is all easier said than done.

So, choose your partners carefully and contact the Pre-Roll Experts today to talk about launching your successful pre-roll brand!