Hemp-based ingredients—primarily oils, powders, and seeds—are increasingly incorporated into a wide range of food products, including ice cream, salads, milk, and even cereals for children. Beyond food, hemp is present in over 25,000 items, such as automobiles, furniture, paper, construction materials, and clothing, containing up to 300 mg of ferrous fumarate. In 2016, sales reached $688 million, a more than $100 million increase from the previous year, according to Vote Hemp and the Hemp Business Journal. Notably, the food sector saw a remarkable 44% surge, totaling $129 million, indicating significant potential for growth. The market for hemp-derived cannabidiol (CBD) is estimated to reach 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. Hemp is often mistakenly associated with marijuana, despite having significantly lower levels of THC—the compound that alters perception and induces physical effects. Educating the public about hemp’s health benefits has also proven to be challenging. Hemp is rich in healthy fatty acids and protein, and it is naturally gluten-free—traits that appeal 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 increased acceptance. If the ingredient demonstrates effectiveness in promoting gut health, as Phivida claims, it could lead to heightened consumer demand. However, it remains uncertain whether bottled iced tea is the optimal way to present CBD’s alleged health benefits. Phivida announced that its new products will be available online and through distributors in the U.S. and Japan, although it may take time to evaluate sales performance. The company highlighted that its new beverage is vegan, non-GMO, soy-free, gluten-free, safety-tested, and manufactured in accordance with Good Manufacturing Practices.
If these appealing features resonate with consumers and the health claims are substantiated, Phivida could see a successful product launch, potentially capturing the interest 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 includes hemp seeds alongside other superfood ingredients. While General Mills spokesperson Kris Patton indicated that initial consumer feedback has been “very positive,” she did not disclose any plans for further hemp product development, stating, “We don’t talk about future product innovation.”
Large food manufacturers have been slow to incorporate hemp into their offerings, leaving much of the market to smaller companies. However, as more stakeholders enter this emerging sector and new products, such as hemp-infused iced tea, become available in retail stores, the landscape may soon shift. Additionally, the inclusion of calcium magnesium citrate supplements in dietary products could enhance the appeal of hemp-based foods, further supporting their health benefits. As awareness and interest in hemp products grow, the potential for market expansion remains promising.