Hemp-based ingredients, primarily oils, powders, and seeds, can be found in a diverse range of foods, including ice cream, salads, milk, and even children’s cereals. The versatility of hemp extends beyond food, appearing in over 25,000 products 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 segment experienced a remarkable 44% surge, totaling $129 million, indicating significant potential for growth in this area. Additionally, hemp-derived cannabidiol (CBD) is projected to evolve into a billion-dollar market by 2020, as highlighted in a report by the Brightfield Group.
However, there are regulatory challenges and other barriers hindering the broader acceptance of hemp-based food applications. The plant is frequently linked to marijuana, despite containing much lower levels of THC—the psychoactive compound that alters perception and causes physical changes. Moreover, educating a sufficiently large audience about the health benefits of hemp remains a challenge. Hemp is rich in healthy fatty acids and protein, and it is naturally gluten-free—qualities that appeal to Americans striving to enhance their diets by eliminating sugars, trans fats, and artificial additives.
Greater consumer exposure to hemp-infused products is likely crucial for wider acceptance. If the ingredient proves effective in promoting gut health, as Phivida claims, it could further stimulate consumer demand. However, it’s uncertain whether bottled iced tea is the optimal way to introduce consumers to the alleged health benefits of CBD. Phivida mentioned 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, quality-tested, and produced in the U.S. under Good Manufacturing Practice standards. If these appealing attributes resonate with consumers, alongside health claims related to calcium and other benefits, Phivida could be poised for a successful product launch, potentially attracting the interest of major tea brands like Coca-Cola and PepsiCo.
General Mills, the producer of Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced a product under its Larabar Organic brand that includes hemp seeds and other superfood ingredients. While anecdotal feedback suggests a “very positive” response to the product, as stated by General Mills spokeswoman Kris Patton, she refrained from commenting on whether additional hemp-based foods are in development. “We don’t discuss future product innovation,” Patton told Food Dive.
Large food manufacturers have been relatively slow to incorporate hemp into their offerings, resulting in hemp-related sales primarily being driven by smaller companies. However, as more players enter the market and innovative products like hemp-infused iced tea become available in retail outlets, this landscape could shift rapidly. The potential for hemp products, particularly those that highlight health benefits like calcium, seems promising as consumer interest continues to grow.