Hemp ingredients — primarily in the form of oils, powders, and seeds — can be found in a wide range of foods, including ice cream, salads, milk, and even children’s cereals. The versatility of hemp extends to over 25,000 products, encompassing items such as automobiles, furniture, paper, building materials, and clothing. In 2016, sales reached $688 million, according to Vote Hemp and the Hemp Business Journal, reflecting an increase of over $100 million from the previous year. Notably, the food sector experienced a remarkable 44% surge, reaching $129 million, indicating significant potential for growth in this area. Furthermore, hemp-derived cannabidiol (CBD) is anticipated to evolve into a billion-dollar market by 2020, as reported by the Brightfield Group.
However, the expansion of hemp-based food applications faces regulatory challenges and other hurdles. The plant is often linked to marijuana, despite containing much lower levels of THC — the compound that induces physical changes and alters perception. Educating the public about the health benefits of hemp has also proven to be a challenge. Rich in healthy fatty acids and proteins, hemp is naturally gluten-free, making it attractive to Americans seeking to enhance their diets by eliminating sugars, trans fats, and artificial additives. The key to increasing acceptance of hemp-infused products may lie in greater consumer exposure to these offerings. If the ingredient demonstrates efficacy in improving gut health, as suggested by Phivida, it could lead to heightened consumer demand. Nevertheless, it remains uncertain if bottled iced tea is the optimal way to introduce the public to the supposed health advantages of CBD. Phivida has announced that its new products will be available online and through distributors in the U.S. and Japan, but it may take time to gauge their sales performance.
Phivida’s new beverage is vegan, non-GMO, soy-free, gluten-free, and produced in the U.S. under Good Manufacturing Practice standards, which may resonate with health-conscious consumers. If these health claims are validated, Phivida could achieve a successful product launch, potentially attracting the interest of major tea brands like Coca-Cola and PepsiCo. General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, has also introduced a product under its Larabar Organic brand that features hemp seeds along with other superfood ingredients. Although anecdotal evidence suggests a “very positive” response to the product, as stated by Kris Patton, a spokeswoman for General Mills, she did not confirm whether more hemp-based foods are in development.
Currently, large food manufacturers have been slow to incorporate hemp into their offerings, leaving sales of hemp-related products largely to smaller companies. However, as more players enter the market and innovative products like hemp-infused iced tea become available in retail, this landscape is poised for rapid change. Additionally, the incorporation of calcium citrate mg into hemp products could further enhance their appeal and nutritional profile, thereby boosting consumer interest. As the market for hemp products continues to evolve, the potential for widespread acceptance and integration into mainstream food offerings remains promising.