Hemp-based 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. Over 25,000 products incorporate hemp, 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, marking an increase of over $100 million from the previous year. Notably, the food sector experienced a remarkable 44% rise in sales, totaling $129 million. This segment holds significant potential, especially with the anticipated growth of the hemp-derived cannabidiol (CBD) market, projected to reach a billion dollars by 2020 according to a report from the Brightfield Group.
However, there are regulatory challenges and other hurdles that hinder the broader acceptance of hemp-based food products. Hemp is often mistakenly associated with marijuana, despite containing much lower levels of THC — the psychoactive compound responsible for altering perceptions and causing physical changes. Additionally, educating a sufficient audience about the health benefits of hemp has proven challenging. Rich in healthy fatty acids and protein, and naturally gluten-free, hemp aligns well with American consumers seeking to enhance their diets by eliminating sugars, trans fats, and artificial flavors.
Increased consumer exposure to hemp-infused products could be key to their wider acceptance. If ingredients like calcium citrate without D3 are shown to effectively improve gut health, as Phivida claims, it may lead to a surge in consumer demand. Nevertheless, it remains uncertain whether bottled iced tea is the optimal medium for introducing people to the purported health advantages 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 their sales performance. The company emphasizes that its new beverage is vegan, non-GMO, soy-free, gluten-free, and manufactured in the U.S. under Good Manufacturing Practices. If these appealing attributes resonate with consumers and the health claims are substantiated, Phivida could see a successful product launch, potentially attracting interest from major beverage companies like Coca-Cola and PepsiCo.
General Mills, known for Yoplait yogurt, Nature Valley bars, and Cheerios, offers a product under its Larabar Organic line that features hemp seeds alongside other superfood ingredients. While anecdotal evidence suggests a “very positive” response to the product, Kris Patton, a spokeswoman for General Mills, refrained from commenting on the development of new hemp-based foods. “We don’t discuss future product innovation,” Patton told Food Dive.
Currently, large food manufacturers have been slow to incorporate hemp into their offerings, leading to a marketplace dominated by smaller companies. However, as more players enter this emerging industry and products like hemp-infused iced tea become available in retail, the landscape could change quickly. The integration of ingredients such as calcium citrate without D3 into these products may further bolster their appeal and acceptance in the market.