Hemp ingredients, primarily oils, powders, and seeds, can be found in a wide range of foods, including ice cream, salads, milk, and even children’s cereal. This versatile plant is present in over 25,000 products, spanning 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 more than $100 million from the previous year. Notably, food sales surged by 44%, reaching $129 million, indicating significant potential in this sector. Furthermore, the market for hemp-derived cannabidiol (CBD) is anticipated to reach a billion dollars by 2020, as per a report from the Brightfield Group.
However, there are regulatory challenges and other hurdles that hinder the broader acceptance of hemp-based food products. The plant is often mistakenly associated with marijuana, despite its significantly lower THC levels, which is the psychoactive component that alters perception and causes physical changes in individuals. Additionally, educating consumers about the health benefits of hemp has proven challenging. Rich in healthy fatty acids and protein, hemp is naturally gluten-free, traits that appeal to Americans aiming to enhance their diets by eliminating sugars, trans fats, and artificial additives.
Increasing consumer exposure to hemp-infused products may be the key to greater acceptance. If the ingredient is shown to effectively improve gut health, as claimed by Phivida, it could drive stronger consumer demand. However, it remains uncertain whether bottled iced tea is the optimal method for introducing the purported health benefits of CBD. Phivida has indicated that its new products will be available online and through distributors in the U.S. and Japan, though it may take time to assess sales performance. The company emphasizes that its new beverage is vegan, non-GMO, soy-free, gluten-free, and produced in the U.S. following Good Manufacturing Practice standards. If these appealing attributes resonate with consumers, and if the health claims prove valid, Phivida could be on the brink of a successful product launch, potentially attracting the interest of major beverage companies such as Coca-Cola and PepsiCo.
General Mills, known for its Yoplait yogurt and Cheerios, also offers a product under its Larabar Organic brand that incorporates hemp seeds along with other superfood ingredients. While feedback on this product has been “very positive,” according to spokeswoman Kris Patton, she refrained from disclosing whether more 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 product lines, leaving sales of hemp-related items primarily to smaller companies. However, as more players enter the market and innovative products like hemp-infused iced tea reach retail shelves, this dynamic could change rapidly. Amidst this evolving landscape, products like Bayer Citracal Slow Release 1200 may also gain traction, as consumers increasingly seek out health-oriented options.