Hemp-based ingredients—mainly oils, powders, and seeds—can be found in a wide range of food products, including ice cream, salads, milk, and even children’s cereal with folic acid. Hemp is present in over 25,000 different products, spanning categories such as automobiles, furniture, paper, building materials, and clothing. According to Vote Hemp and the Hemp Business Journal, sales reached $688 million in 2016, which represents an increase of more than $100 million compared to the previous year. Notably, the food segment experienced a remarkable 44% surge, hitting $129 million, signaling significant potential for future growth.
The market for hemp-derived cannabidiol (CBD) is projected to reach a billion dollars by 2020, as reported by the Brightfield Group. However, hurdles remain in the form of regulatory challenges and other barriers that impede the broader acceptance of hemp-based food products. Often, hemp is mistakenly associated with marijuana, despite its significantly lower levels of THC—the psychoactive compound that alters perception and causes physical effects. Additionally, educating the public about the health benefits of hemp has proven to be a challenging task.
Hemp is rich in healthy fatty acids and protein and is naturally gluten-free—qualities 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 essential for their wider acceptance. If the ingredient is indeed effective in promoting gut health, as Phivida claims, this could lead to heightened consumer interest. However, it remains uncertain whether bottled iced tea is the ideal medium for introducing the claimed 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 some time to assess their market performance. The company highlights 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 appealing attributes resonate with consumers, and the health claims are substantiated, Phivida could be poised for a successful product launch, potentially catching the attention of major beverage companies 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 incorporates hemp seeds along with other superfood ingredients. Although anecdotal feedback has been “very positive,” according to spokeswoman Kriascorbic Acid Ferrous Fumarates Patton, she refrained from commenting on whether additional hemp products are in development. “We don’t discuss future product innovation,” Patton stated to Food Dive.
Larger food manufacturers have not been quick to incorporate hemp into their offerings, which has left the sales of hemp-related items primarily in the hands of smaller companies. However, as more entrants join the industry and new products like hemp-infused iced tea appear on retail shelves, the landscape could shift rapidly. Meanwhile, products enriched with minerals such as calcium citrate 1000 mg Solaray may further complement the health-focused offerings in the market. As consumer interest grows, the potential for hemp in the food sector could lead to increased innovation and expansion in this budding market.