At a glance

The row that decides most purchases is the last third. Soul owns capsules, drinks and bundles — formats Koi does not sell at all. Koi owns flower, vapes, Delta-8 and a real pet range — formats Soul does not sell at all. There is less overlap between these two brands than the category suggests.

Gummies: Koi on price, Soul on the ladder

Koi keeps it simple. Anytime Balance at 10mg CBD per piece, in 10, 20 and 60 counts for $13.99, $24.99 and $59.99. One dose, three sizes, done.

Soul sells more shapes of the same idea: CBD Gummies at $35 to $40, plus Harmoni, Happi and Big Brain formulas at $50, each aimed at a mood rather than a milligram. It also has the single cheapest way into either brand — a two-count 25mg sample pack for $1, and 10-count jars at $15.

Per milligram, Koi is clearly cheaper. What Soul offers instead is a range where each product answers a different question, and a $1 sample so you can find out whether any of it works for you before spending anything. If you already know CBD helps you, buy Koi. If you are still deciding, Soul's sample is the cheapest experiment available.

Sleep: the closest either brand comes to a fair fight

Koi's answer is Nighttime Rest, 10mg CBD with melatonin, at the same $13.99 to $59.99 ladder as the daytime gummy, plus THC + CBN + CBD sleep gummies for people who want more than melatonin.

Soul runs a whole sleep line: Sleepi Gummies at $50, a 10-count Sleepi at $15, Sleepi Capsules at $30, and Nightcap THC Gummies at $70. The capsule is the interesting one, because it removes the sugar and the chewing from a bedtime routine, and Koi has no equivalent.

Koi wins on cost and on having a CBN option. Soul wins on format choice and on having a capsule at all. If sleep is the only reason you are buying, Soul has thought about it harder.

THC and flower: two different products called the same thing

Both brands sell hemp-derived THC, and they mean completely different things by it.

Soul's Out of Office line is a mood product: five strengths from about 1.5mg THC with 15mg CBD up to 15mg THC with 45mg CBD, priced $54 to $95, designed to be taken like a drink at a party. It is the best microdose-to-full-dose ladder we have seen from a CBD-first brand, and there is an Out Of Office drink as well.

Koi starts roughly where Soul stops. Extra Strength Delta 9 is 25mg THC with 25mg CBD per piece. Dragon Blend is 125mg of total cannabinoids in one gummy. Then there is the part Soul does not enter at all: Delta-8, three tiers of THCA flower, kief-infused pre-rolls and a 5g THCA disposable vape.

So the question is not which is stronger. It is whether you want a controlled social dose or you want cannabis. Note the shipping restrictions on Koi's side: THCA cannot go to Arkansas, California, Idaho, Minnesota, Oregon or Rhode Island, and Delta-8 is blocked in considerably more states again.

Capsules and drinks: Soul, uncontested

Soul sells five capsules at $30 each — Sleepi, Chill, Thrive, Big Brain and Puff Be Gone — plus a THC drink from $41. Koi sells none of these formats.

That matters more than a missing SKU usually does. A capsule has no sugar, no flavor to get tired of, and a dose you do not have to think about, which is why people who actually keep a supplement routine going tend to end up on capsules. If you already take a daily stack in the morning, Soul slots into it and Koi does not.

Topicals and pets: Koi, uncontested

Soul has one topical, the Rapid Relief Cream at $40, and one pet product, a $20 CBD oil. Koi has four topicals — the CBD Balm, a 3000mg full spectrum balm, a roll-on gel and Dragon Balm — and six pet products.

The pet gap is the meaningful one. Soul sells an oil. Koi sells joint chews with glucosamine, MSM and green-lipped mussel, calming chews with tryptophan and valerian, biscuits, and a broad-spectrum spray that is the only product from either brand that genuinely suits a cat. See our best CBD for dogs ranking for the wider field.

Lab work, guarantees and history

Both publish third-party certificates of analysis. Koi's are searchable by the lot number printed on the package, which lets you check the jar in your hand rather than a representative batch.

Koi publishes a specific returns policy: a full refund on returns started within 90 days, and 50 percent back between 91 and 150 days, with free economy shipping over $69. Soul leans instead on bundles and a $1 sample pack, which is a different way of lowering the risk of a first order — you spend less rather than getting more back.

Koi also has public regulatory history: a 2019 California class action, Fausett v. Koi CBD, voluntarily dismissed without prejudice in February 2020, and FDA warning letters in November 2019 and July 2023. Our Koi lawsuit page covers the record. It is worth reading before a large order, and it is not unusual for a company of Koi's age and size.

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