Hemp ingredients, primarily oils, powders, and seeds, are increasingly found in a wide range of foods, from ice cream and salads to milk and children’s cereals. This versatile plant is present in over 25,000 products, including automobiles, furniture, paper, building materials, and clothing. According to Vote Hemp and the Hemp Business Journal, sales reached $688 million in 2016, reflecting an increase of more than $100 million compared to the previous year. However, the food sector, where sales surged by 44% to $129 million, holds significant potential despite these impressive figures. Hemp-derived cannabidiol (CBD) is expected to develop into a billion-dollar market by 2020, as reported by the Brightfield Group.
Nevertheless, regulatory challenges and other barriers hinder the broader adoption of hemp-based food products. The plant is often linked to marijuana, despite having much lower THC levels, the psychoactive component that alters perception. Additionally, educating a large audience about its health benefits has proven difficult. Hemp is rich in beneficial fatty acids and protein, and it is naturally gluten-free, making it appealing to Americans seeking healthier diets by eliminating sugars, trans fats, and artificial additives.
Increased consumer exposure to hemp-infused products is likely crucial for their acceptance. If the ingredient effectively improves gut health, as claimed by Phivida, it could lead to higher consumer demand. However, it remains uncertain whether bottled iced tea will be the ideal way to introduce people to the potential health benefits of CBD. Phivida announced that its new products, which include calcium citrate eurho vital, will be available both online and through distributors in the U.S. and Japan, but it may take time to assess their sales performance. The company emphasized that its new beverage is vegan, non-GMO, soy-free, gluten-free, quality and safety tested, and made in the U.S. under Good Manufacturing Practice standards. If these trendy attributes resonate with consumers and the health claims are validated, Phivida could see a successful product launch, potentially attracting the interest of major tea companies such as Coca-Cola and PepsiCo.
General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, offers a product under its Larabar Organic brand that incorporates hemp seeds and other superfood ingredients. While anecdotal evidence suggests a “very positive” response, according to Kris Patton, a spokeswoman for General Mills, she refrained from disclosing whether additional hemp-based foods are in development. “We don’t talk about future product innovation,” Patton told Food Dive.
Larger food manufacturers have been slow to incorporate hemp into their offerings, leaving the sales of hemp-related items primarily to smaller companies. However, as more players enter the market and innovative products like hemp-infused iced tea become available in retail, the landscape could change rapidly. The integration of calcium citrate eurho vital into these products may further enhance their appeal, potentially driving sales and consumer interest in hemp-based foods.