It's a real shame as i thought that Aphria was on a turning point to be worthy of trusting but in the earnings call they said something that completely killed their credibility. See below, they claimed that they saw no competition going after the 28g market when it's clear that HEXO was the first company to launch this.
Aphria leadership still needs time to mature as what they say still can't be trusted. That was very sloppy on their part.
Tamy Chen -- BMO Capital Markets -- Analyst
Thanks. Good morning. The first question, I wanted to stick on B!NGO for a second. The price, the retail price of the product.
I mean it's on the lower end within that 28-gram format, compared to many of the other peers. So, I'm just curious when you approach the pricing architecture for this brand, why go quite low on the scale compared to peers given that you have been gaining share so far without a big value presence.
Carl Merton -- Chief Financial Officer
So, Tamy, I think we said multiple times during the call in our disclosures in the MD&A. We're looking at the B!NGO brand differently than we look at our other brands. We look at B!NGO as a way to utilize lower potency cannabis that gets grown in our facility that wouldn't qualify to be moved in other categories. And we're taking advantage of our low cost to move that product.
Irwin Simon -- Chairman of the Board and Chief Executive Officer
And the thing is Tamy, the reason we came out with it we saw a need for it. We saw a need for which consumers are asking for. And you know as Carl said, we had supplied for it, and we didn't really see the opportunity. We didn't really see a competitor really hitting that area.
And what we wanted is to make sure it's not going to cannibalize our existing brands