Hemp ingredients, primarily oils, powders, and seeds, are increasingly present in a wide range of food products, including ice cream, salads, milk, and even children’s cereals. The applications of hemp extend beyond food, with over 25,000 products utilizing it, such as automobiles, furniture, paper, building materials, and clothing. According to Vote Hemp and the Hemp Business Journal, sales reached $688 million in 2019, representing an increase of over $100 million from the previous year. Notably, the food sector experienced a remarkable 44% surge in sales, totaling $129 million, signaling strong potential for future growth. Furthermore, hemp-derived cannabidiol (CBD) is anticipated to evolve into a billion-dollar market by 2020, as reported by the Brightfield Group.
However, there are regulatory challenges and other barriers hindering the broader acceptance of hemp-based food products. Despite its lower THC levels—much less than marijuana, which is the psychoactive component—hemp remains stigmatized. Additionally, educating consumers about its health benefits has proven challenging. Hemp is rich in healthy fatty acids and protein and is naturally gluten-free, attributes that appeal to health-conscious Americans aiming to eliminate sugars, trans fats, and artificial flavors from their diets. Greater consumer exposure to hemp-infused products may be crucial for acceptance. If hemp is shown to effectively enhance gut health, as Phivida claims, this could significantly boost consumer demand.
While it remains uncertain whether bottled iced tea is the most effective medium for introducing CBD’s health benefits, Phivida has announced that its new products will be available online and through distributors in the U.S. and Japan. The company emphasizes that its beverages are vegan, non-GMO, soy-free, gluten-free, and produced in the U.S. under Good Manufacturing Practice standards. If these appealing attributes resonate with consumers and the health claims are substantiated, Phivida could see a successful product launch, potentially attracting the interest of major beverage companies like Coca-Cola and PepsiCo.
General Mills, known for its Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced a product under its Larabar Organic brand that includes hemp seeds and other superfood ingredients. According to Kris Patton, a spokeswoman for General Mills, the response to this product has been “very positive,” although she declined to comment on whether additional hemp-containing foods are in development. “We don’t talk about future product innovation,” Patton stated to Food Dive.
The adoption of hemp in large food manufacturing has been slow, with most hemp-related sales coming from smaller companies. However, as more players enter the market and innovative products like hemp-infused iced tea become available, the landscape could change rapidly. This trend mirrors the growing interest in health-focused options such as ultra cal citrate plus, which emphasizes the move towards nutrient-rich ingredients in food products. As consumer awareness and demand for hemp continue to rise, it may pave the way for a more significant presence in mainstream food offerings.