In these boom times of the legal marijuana market, there’s room for every niche available: flower stoners, dabaholics, medical patients, etc., etc. But a new one catching on might be the strangest yet: marijuana for people who don’t like marijuana that much.

Cannabis industry insiders spoke of the new trend at the New West Summit marijuana convention recently, as reported by Business Insider. According to these businesses, microdosing may be the fastest growing part of the cannabis industry.

How does mircrodosing work?

As you might guess from the name, microdosing means taking an unusually small portion of a drug, which emphasizes long term health effects over getting high. One writer for Beyond Chronic, riffing off of the dictionary definition of “microdosing,” described microdosing weed like this: “A technique for using cannabis in humans through the administration of doses so low (“sub-psychoactive”) they are unlikely to produce gross body or mind effects, but high enough to allow the subtle and positive changes in thinking, feeling, and pain relief that the patient desires.”

That sweetspot amount for microdosing is going to change from person to person. The way to find out how much is right for you is to do what’s called “titrating,” where someone takes extremely small hits of weed, lets it sit in their body and brain for eight to ten minutes, and hits it again until they get just as goofed-up yet as they want to be. The same basic principle applies to all cannabis product.

Companies marketing the microdose

Two different companies bragged at the Summit last weekend about their marketing toward people outside of the cannabis community. “It’s that person looking for a glass of wine or beer in the evening [type] experience,” Kristi Knoblich, CEO and cofounder of edibles company Kiva Confections, told Business Insider. “We’re looking for that person who isn’t looking to get blasted.”

The biggest cannabis product, when it comes to small dosing, is edibles. “Patients are a little bit scared of edibles,” Knoblich said. He was speaking of the infrequent, but real occurrence of some poor slob biting off more of an edible than they could chew, and getting an increased heart rate and severe social anxiety, and maybe even ending up in the emergency room.

Kiva’s chocolate bars are meant to make it easy to only imbibe a little bit of cannabis goodness for the “more causal edible consumer.” They come with 60 to 180 milligrams of THC cooked into their candy, and they break apart in servings ranging from 15 to 45 milligrams.

Défoncé Chocolatier was another company to unveil a similar strategy at the summit last weekend. Founded by a former Apple project manager, the Oakland, California-based operation sells a chocolate bar with 180 milligrams of THC and which is easily broken into 18 10-milligram doses. Like Kiva, the company hopes to learn soon whether microdosing is a passing fancy or a mainstay in the future of marijuana.