Hemp ingredients, primarily oils, powders, and seeds, are incorporated into a wide range of food products, including ice cream, salads, milk, and even children’s cereal. The versatility of hemp is evident, as it is present in over 25,000 items, spanning automobiles, furniture, paper, building materials, and clothing. Sales reached $688 million in 2016, according to Vote Hemp and the Hemp Business Journal, marking an increase of more than $100 million from the previous year. Notably, food sales surged by 44% to $129 million, showcasing significant potential in this sector despite impressive growth figures.
The market for hemp-derived cannabidiol (CBD) is anticipated to reach a billion dollars by 2020, as reported by the Brightfield Group. However, regulatory challenges and other hurdles hinder the broader adoption of hemp-based food products. Hemp is often wrongly associated with marijuana, despite containing significantly lower levels of THC—the psychoactive compound that alters perception. Additionally, educating the public about the health benefits of hemp has proven difficult. Rich in healthy fatty acids and protein, and naturally gluten-free, hemp appeals to health-conscious Americans looking to eliminate sugars, trans fats, and artificial additives from their diets.
Increasing consumer exposure to hemp-infused products is likely crucial for broader acceptance. If the ingredient indeed enhances gut health, as Phivida claims, it could further stimulate consumer demand. Nonetheless, it remains uncertain whether bottled iced tea will effectively introduce people to CBD’s alleged health benefits. 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 evaluate sales performance. The company emphasized that its new beverage is vegan, non-GMO, soy-free, gluten-free, quality and safety tested, and produced in the U.S. under Good Manufacturing Practice standards. If these appealing attributes resonate with consumers and the health claims are validated, Phivida may achieve a successful product launch, potentially attracting the interest of major tea producers like Coca-Cola and PepsiCo.
General Mills, known for Yoplait yogurt, Nature Valley bars, and Cheerios, has launched a product under its Larabar Organic brand that includes hemp seeds and other superfood components. Although anecdotal evidence suggests a “very positive” response to the product, General Mills spokesperson Kris Patton did not disclose whether more hemp-based foods are in development. She stated, “We don’t talk about future product innovation,” when speaking to Food Dive.
Larger food manufacturers have been slow to incorporate hemp into their offerings, relegating sales of hemp-infused items primarily to smaller companies. However, as more participants enter the market and new products like hemp-infused iced tea become available, this landscape could change rapidly. Notably, the inclusion of healthful ingredients such as 200mg calcium citrate in these products may further enhance their appeal to consumers seeking nutritious options. The evolving market for hemp products could soon witness a significant transformation as awareness and acceptance grow.