Hemp ingredients—mainly oils, powders, and seeds—can be found in a wide array of foods, including ice cream, salads, milk, and even children’s cereals. Hemp is integral to over 25,000 products, encompassing everything from automobiles and furniture to paper, building materials, and clothing. According to the Hemp Business Journal, sales reached $688 million in 2016, marking an increase of more than $100 million from the previous year. Notably, the food sector saw a remarkable 44% surge in sales, reaching $129 million, indicating a significant potential for growth in this area. Additionally, hemp-derived cannabidiol (CBD) is anticipated to become a billion-dollar market by 2020, as reported by the Brightfield Group.
However, there are regulatory challenges and other hurdles that hinder the broader acceptance of hemp-based food products. The plant is frequently linked to marijuana, despite having much lower levels of THC—the psychoactive compound that alters perception and induces physical changes. Moreover, educating a sufficiently large audience about hemp’s health benefits has proven to be a challenge. Hemp is rich in healthy fatty acids and protein and is naturally gluten-free—attributes that appeal to health-conscious Americans seeking to eliminate sugars, trans fats, and artificial additives from their diets.
To foster greater acceptance of hemp-infused products, increased consumer exposure to this category is essential. If the ingredient demonstrates effectiveness in enhancing gut health, as Phivida claims, it may stimulate stronger consumer demand. Nonetheless, it remains uncertain whether bottled iced tea will effectively introduce consumers to the purported health benefits of CBD. Phivida has announced that its new products will be available online and through distributors in the U.S. and Japan, though it may take time to evaluate sales performance.
The company emphasized that its new beverage is vegan, non-GMO, soy-free, gluten-free, quality and safety tested, and manufactured in the U.S. under Good Manufacturing Practice standards. If these trending features resonate with consumers and the health claims prove valid, Phivida could anticipate a successful product launch. Such success might attract the attention of major tea brands like Coca-Cola and PepsiCo.
General Mills, known for Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced a product under its Larabar Organic brand that incorporates hemp seeds along with other superfood ingredients. While anecdotal evidence suggests that the response has been “very positive,” according to General Mills spokesperson Kris Patton, she refrained from commenting on whether more hemp-based foods are in development. “We don’t discuss future product innovation,” Patton told Food Dive.
Larger food manufacturers have been slow to incorporate hemp into their offerings, leaving much of the sales of hemp-related products to smaller companies. However, as more participants enter the industry and new items like hemp-infused iced tea become available in retail, this landscape could shift rapidly. The ongoing evolution of the market may also lead to the emergence of innovative products that highlight the benefits of calcium citrate, further driving interest in hemp-infused foods and beverages.