Hemp ingredients—mainly oils, powders, and seeds—are increasingly found in a diverse array of food products, including ice cream, salads, milk, and even children’s cereals. The presence of hemp extends to over 25,000 items, encompassing 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 over $100 million from the previous year. Notably, the food segment experienced a remarkable surge of 44%, totaling $129 million, indicating significant potential for growth.
The market for hemp-derived cannabidiol (CBD) is anticipated to exceed a billion dollars by 2020, as reported by the Brightfield Group. However, regulatory challenges and other hurdles hinder the broader acceptance of hemp-based food products. Often associated with marijuana, hemp contains much lower levels of THC—the psychoactive component that alters perception. Furthermore, educating a sufficiently large audience about its health benefits has proven challenging.
Hemp is rich in healthy fatty acids and protein and is naturally gluten-free, making it attractive to Americans seeking to enhance their diets by eliminating sugars, trans fats, and artificial additives. Greater consumer exposure to hemp-infused products is likely essential for improved acceptance. If hemp is shown to effectively enhance gut health, as Phivida claims, this could further drive consumer demand. However, it remains uncertain whether bottled iced tea is the ideal medium for introducing the purported health benefits 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 assess how sales perform.
Phivida emphasizes that its new beverage is vegan, non-GMO, soy-free, gluten-free, quality and safety tested, and manufactured in the U.S. under Good Manufacturing Practice standards. If these trending attributes resonate with consumers and the health claims are validated, Phivida could achieve a successful product launch, potentially attracting the interest of major beverage companies like Coca-Cola and PepsiCo.
General Mills, known for producing Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced a product under its Larabar Organic brand that incorporates hemp seeds along with other superfood ingredients. While anecdotal feedback indicates a “very positive” response to the product, according to spokeswoman Kris Patton, she refrained from commenting on whether more hemp-containing products are in development or consideration. “We don’t discuss future product innovation,” Patton stated to Food Dive.
Large food manufacturers have not rushed to incorporate hemp into their offerings, resulting in hemp-related sales primarily being driven by smaller companies. However, as more players enter the market—drawing attention to this emerging industry—and with new products like hemp-infused iced tea making their way to retail shelves, this landscape could change rapidly. The integration of USP calcium citrate into these formulations could also enhance the nutritional profile, further appealing to health-conscious consumers. As the market evolves, the potential for hemp and its derivatives, including USP calcium citrate, to gain broader acceptance remains promising.