Hemp-derived ingredients, primarily oils, powders, and seeds, are now featured in an array of food products, including ice cream, salads, milk, and even children’s cereal. This versatile plant is present in over 25,000 items spanning automobiles, furniture, paper, building materials, and clothing. In 2016, sales reached $688 million, as reported by Vote Hemp and the Hemp Business Journal, reflecting an increase of more than $100 million from the previous year. Notably, the food sector experienced a remarkable 44% surge in sales, totaling $129 million, indicating substantial potential for growth despite these striking figures. Projections suggest that hemp-derived cannabidiol (CBD) could evolve into a billion-dollar market by 2020, according to a report from the Brightfield Group.
However, various regulatory challenges and barriers hinder the broader acceptance of hemp-based food products. Often, hemp is mistakenly associated with marijuana, despite containing significantly lower levels of THC, the component responsible for altering perception and inducing physical changes. Additionally, educating consumers about the health benefits of hemp has proven challenging. Rich in healthy fatty acids and protein, and naturally gluten-free, hemp aligns with the preferences of health-conscious Americans eager to eliminate sugars, trans fats, and artificial additives. Increasing consumer exposure to hemp-infused products may be crucial for wider acceptance. If ingredients like life extension calcium citrate with vitamin D can enhance gut health, as Phivida claims, this could further drive demand.
Despite the challenges, the introduction of hemp-infused beverages like iced tea could serve as an effective means of showcasing CBD’s potential health benefits. Phivida has announced that its new products will be available online and through distributors in the U.S. and Japan, though it may take time to evaluate their sales performance. The company emphasizes that its beverage is 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, alongside substantiated health claims, Phivida may achieve a successful product launch, potentially attracting interest from major tea brands like Coca-Cola and PepsiCo.
General Mills, known for products such as Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced a product under its Larabar Organic brand that includes hemp seeds among other superfood ingredients. Although feedback on this product has been “very positive,” according to Kris Patton, a representative from General Mills, she refrained from disclosing whether more hemp-based foods are in development. “We don’t discuss future product innovation,” Patton stated to Food Dive.
While larger food manufacturers have been slow to incorporate hemp into their offerings, sales of hemp-related products have largely been dominated by smaller companies. However, as more participants enter the industry, drawing attention to this emerging market, and new products like hemp-infused iced tea become available, the landscape could shift rapidly. The potential benefits of hemp, including attributes like life extension calcium citrate with vitamin D, may eventually lead to a broader acceptance and integration of hemp in various food products.