Hemp ingredients, primarily oils, powders, and seeds, are increasingly found in a wide range of food products, including ice cream, salads, milk, and even children’s cereals. Hemp is also utilized in over 25,000 items across various industries, such as automobiles, furniture, paper, building materials, and clothing. According to Vote Hemp and 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 experienced a remarkable 44% surge in sales, totaling $129 million, indicating significant potential for growth in this area. Additionally, hemp-derived cannabidiol (CBD) is expected to evolve into a billion-dollar market by 2020, as reported by the Brightfield Group.
However, there are regulatory challenges and other obstacles hindering the broader acceptance of hemp-based food products. The plant is often linked to marijuana, despite having much lower THC levels—the psychoactive compound that alters perception. Educating consumers about the health benefits of hemp has also proven to be a challenge. Rich in healthy fatty acids and protein, and naturally gluten-free, hemp appeals to Americans looking to enhance their diets by eliminating sugars, trans fats, and artificial additives.
For hemp-infused products to gain greater acceptance, increasing consumer exposure is essential. If hemp proves effective in promoting gut health, as Phivida claims, it could drive stronger consumer demand. However, it’s uncertain whether bottled iced tea is the best medium for demonstrating the health benefits of CBD. Phivida announced that its new products will be available online and through distributors in the U.S. and Japan, but it may take time to assess their sales performance. The company emphasizes that its new beverage is vegan, non-GMO, soy-free, gluten-free, safety-tested, and produced in the U.S. under Good Manufacturing Practice standards. If these appealing attributes resonate with consumers, and if the health claims are substantiated, Phivida could achieve a successful product launch and potentially attract the interest 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 contains hemp seeds and other superfood ingredients. While anecdotal feedback has been “very positive,” according to spokeswoman Kris Patton, she refrained from discussing any future hemp product developments.
Thus far, large food manufacturers have been slow to incorporate hemp into their offerings, leaving the market primarily to smaller companies. However, as more participants enter the industry and innovative products like hemp-infused iced tea gain traction in retail, this dynamic could shift rapidly. The inclusion of functional ingredients such as calcium citrate 950 could further enhance the appeal of hemp products, given the growing consumer interest in health and wellness. As the market evolves, the future of hemp in the food industry looks promising, especially if consumer awareness and education continue to expand.