GenCanna
GenCanna is a US-based contract manufacturer and white-label supplier of health, wellness, and beauty products, serving brands, retailers, CMOs, and wholesalers across facilities in the USA, UK, and EU.
- Company typePrivate
- Founded2011
- HeadquartersWinchester, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What GenCanna does
GenCanna is a U.S.-headquartered contract manufacturer and white-label supplier of health, wellness, and beauty products, founded in 2011 and based in Winchester, Kentucky, with a staff of 51–100. Following the 2021 acquisitions of Taylor Mammon and London-based CBD Capital Ltd, the company repositioned under the GenLabs brand (genlabs.health) to operate as an international manufacturing and supply-chain partner with facilities in the USA, UK, and EU (Rotterdam), serving brands, retailers, CMOs, and wholesalers in the ingestible and topical supplement categories.
The company's core offering is a two-tier manufacturing platform: a ready-made white-label finished-goods catalog — including gummies, tinctures and oil drops, softgels, topicals, skincare, shilajit, and drink concentrates — designed for speed-to-market and lower minimum order quantities for emerging brands; and a custom formulation/new product development service for differentiated, need-state-targeted products. Underlying capabilities include bottling, supply chain management, and 3PL/direct-to-consumer fulfillment, marketed as an end-to-end brand-operations partner. The USA facility is cGMP-certified, FDA-registered, and supported by GRAS-tested ingredients and USDA Organic inputs, with UK and EU operations held to corresponding international quality regulations.
GenCanna generates revenue through contract manufacturing fees, white-label product sales, custom formulation project work, and logistics/fulfillment service charges. Its go-to-motion targets four customer archetypes — emerging brands, scaling brands, retailers, and wholesale/CMO partners — across North America and Europe. The 2018 MariMed-led $30M funding round and the 2021 European expansion (CBD Capital acquisition + Rotterdam facility) underpin the company's current international production footprint.
GenCanna firmographics
Firmographics- Name
- GenCanna
- Legal name
- GenLabs
- Website
- https://gencanna.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- GenCanna is a US-based contract manufacturer and white-label supplier of health, wellness, and beauty products, serving brands, retailers, CMOs, and wholesalers across facilities in the USA, UK, and EU.
- Ownership category
- akta.pro rank
GenCanna industry classification
Industry- Product category
- Contract supplement manufacturing
- NAICS
- Medicinal and Botanical Manufacturing (325411), Nonchocolate Confectionery Manufacturing (311340)
- SIC
- Medicinal Chemicals & Botanical Products (2833), Food And Kindred Products (2000)
- akta.pro primary industry
- Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI)
- akta.pro secondary industry
- Dermatology & Aesthetics Pharmaceuticals (HLAIAAAK)
Keywords
Where GenCanna is headquartered
LocationHeadquarters
- HQ city
- Winchester
- HQ country
- United States
- HQ region
- North America
Markets served
GenCanna business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
GenCanna product offering
Product offeringCore offering
GenCanna (operated as GenLabs) designs and manufactures health, wellness, and beauty products, including gummies, tinctures and oil drops, topicals, softgels, skincare, shilajit, and drink concentrates, for brand, retail, CMO, and wholesale customers. The company runs a white-label catalog for speed-to-market needs and offers custom formulation, bottling, supply-chain management, and 3PL fulfillment as integrated services. Production is delivered through cGMP and FDA-registered US facilities and parallel UK and EU sites meeting international quality regulations.
Product overview
GenCanna (operated as GenLabs) operates as a contract manufacturer and supply chain partner for health, wellness, and beauty products. The company offers a flexible manufacturing platform with two service models: a white-label catalog for speed-to-market needs (including Gummies, Tinctures & Oil Drops, Topicals, Softgels, Skincare, Shilajit, and Drink Concentrates) and custom formulation partnerships for differentiated products. These finished goods are supported by manufacturing capabilities including Bottling, Formulations/New Product Development, Supply Chain Management, and 3PL & Direct-to-Consumer Fulfillment. The company serves CMOs, wholesalers, brands, and retailers with facilities in the USA, UK, and EU, positioning itself as an international production partner for market entry across multiple regions.
Differentiator
Problem solved
Functional benefit
Brands
- CBD Capital: UK-based CBD ingredient supplier brand acquired by GenCanna in 2021
Products and services
- Gummies Chewable edible supplement format in the white-label catalog, available for emerging brands and scalable customers in the health and wellness categories.
- Tinctures & Oil Drops Liquid supplement format delivered via dropper, designed for sublingual absorption, available as a white-label finished good for brands and retailers.
- Topicals Topical cream and skincare products for external application, offered as a white-label finished good in the supplement and beauty categories.
- Softgels Encapsulated supplement format for precise dosing and extended shelf life, offered as a white-label finished good for health and wellness brands.
- Skincare Beauty and topical products for skin health and wellness, supplied as white-label finished goods to brands and retailers.
- Shilajit Natural mineral supplement product for wellness applications, supplied as a white-label finished good.
- Drink Concentrates Concentrated beverage products that blend flavor and function for health and wellness applications, produced for brand and retail customers.
- Formulations / New Product Development Custom formulation and product development services that create unique blends, product profiles, and targeted need-state solutions for brand, retailer, CMO, and wholesale customers seeking differentiation.
- Bottling Contract bottling services for liquid products including tinctures and beverages, provided to brand and retail customers.
- Supply Chain Management Outsourced supply chain management services that operate as the operational backbone for brand and retail partners across US, UK, and EU markets.
- 3PL & Direct-to-Consumer Fulfillment Third-party logistics and direct-to-consumer fulfillment services for consumer brands, supporting end-customer order delivery.
- White Label Catalog Speed-to-market product catalog available to customers seeking rapid product sell-through and profit, with lower MOQs for emerging brands across gummies, tinctures, topicals, softgels, skincare, shilajit, and drink concentrates.
Companies that use GenCanna
Customer profileIdeal customer profiles2 records
GenCanna technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
GenCanna partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights6 records
GenCanna competitors and assessment
Company assessmentDirect peers
- Vitakem: Nutraceutical contract manufacturer offering custom and private-label supplement manufacturing in softgels, capsules, powders and gummies. Directly comparable to GenLabs in CMO services, dosage formats, and brand-customer target market.
- Makers Nutrition: Full-service supplement and vitamin contract manufacturer (gummies, capsules, softgels, liquid tinctures) with white-label and custom formulation. Closely comparable to GenLabs on product formats, white-label offering, and CMO go-to-market.
- Best Formulations: Established nutraceutical CMO producing tablets, capsules, softgels, powders and liquid supplements under cGMP. Comparable to GenLabs in scale, certifications, and multi-format contract manufacturing for brand customers.
- Bactolac Pharmaceutical: Nutraceutical contract manufacturer offering tablets, capsules, softgels, powders and liquid supplements to brand customers. Comparable CMO platform serving similar emerging and scaling wellness brands.
- Coastal Private Label: Private-label and contract manufacturer specializing in skincare, topicals, and personal-care products for emerging brands. Directly comparable to GenLabs's skincare and topicals white-label offering and emerging-brand customer base.
Broad incumbents
- Charlotte's Web Holdings: Vertically integrated hemp-derived CBD wellness brand with proprietary extraction and finished products (tinctures, gummies, topicals, softgels). Comparable product formats and CBD/wellness positioning, though it owns brands rather than operating as a CMO.
- cbdMD: Public CBD wellness company producing tinctures, gummies, topicals and softgels under its own brands. Comparable finished-product formats and CBD/wellness category exposure, but operates owned brands rather than a white-label CMO platform.
- CV Sciences (PlusCBD): Public company developing and selling hemp-derived CBD products (oils, capsules, topicals, gummies). Comparable product format set and CBD ingredient heritage to GenCanna/GenLabs.
- Canopy Growth: Large-cap cannabis and CBD producer with broad product portfolio across wellness categories. Comparable end-markets (CBD tinctures, softgels, topicals) but operates at vastly larger scale and as a brand owner rather than CMO.
- Herbalife: Global nutrition and wellness company with a broad portfolio of supplements, protein shakes and topicals sold across multiple channels. Comparable health-and-wellness category footprint but operates as a direct-selling brand rather than a CMO.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
GenCanna social profiles
Digital presenceGenCanna compliance and trust
Trust signalCompliance4 records
GenCanna financial estimates
Financial estimateRevenue estimate
Valuation estimate
GenCanna leadership team
Management profileNumber of profiles
Profiles3 records
GenCanna subsidiaries and ownership
Company hierarchySubsidiaries1 record
GenCanna funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GenCanna M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GenCanna
What does GenCanna do?
GenCanna (operated as GenLabs) designs and manufactures health, wellness, and beauty products, including gummies, tinctures and oil drops, topicals, softgels, skincare, shilajit, and drink concentrates, for brand, retail, CMO, and wholesale customers. The company runs a white-label catalog for speed-to-market needs and offers custom formulation, bottling, supply-chain management, and 3PL fulfillment as integrated services. Production is delivered through cGMP and FDA-registered US facilities and parallel UK and EU sites meeting international quality regulations.
Is GenCanna a public or private company?
GenCanna is a private company. It is classified as venture growth investor backed and is currently acquired.
When was GenCanna founded?
GenCanna was founded in 2011. It employs 51 to 100 people.
Where is GenCanna based?
GenCanna is headquartered in Winchester, United States, in the North America region.
Who are GenCanna's main competitors?
Direct peers on record are Vitakem, Makers Nutrition, Best Formulations, Bactolac Pharmaceutical and Coastal Private Label. Broad incumbents are Charlotte's Web Holdings, cbdMD, CV Sciences (PlusCBD), Canopy Growth and Herbalife.
Does GenCanna have an API?
No public API is recorded for GenCanna.
What industry is GenCanna in?
GenCanna's product category is Contract supplement manufacturing. Its primary akta.pro industry code is CRADAAAI, Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly), with a secondary code of HLAIAAAK, Dermatology & Aesthetics Pharmaceuticals. Its NAICS code is 325411 and its SIC code is 2833.