Hemp-based ingredients—primarily oils, powders, and seeds—can be found in a wide range of food products, including ice cream, salads, milk, and even children’s cereal. Hemp is incorporated into over 25,000 products, encompassing automobiles, furniture, paper, construction 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 saw an impressive 44% surge in sales, totaling $129 million, which suggests significant potential for growth. Furthermore, hemp-derived cannabidiol (CBD) is anticipated to become a billion-dollar market by 2020, as per a report from the Brightfield Group.
However, regulatory challenges and various barriers hinder the broader acceptance of hemp-based food products. Despite being commonly associated with marijuana, hemp contains significantly lower levels of THC, the psychoactive compound that alters perception and causes physical changes in individuals. Educating consumers about the health benefits of hemp has also proven to be a challenge. Rich in healthy fatty acids, protein, and naturally gluten-free, hemp appeals to Americans aiming to enhance their diets by eliminating sugars, trans fats, and artificial additives.
Increased consumer exposure to hemp-infused products is likely essential for greater acceptance. If the ingredient demonstrates effectiveness in promoting gut health, as Phivida claims, this could further amplify consumer interest. Nonetheless, it’s unclear if bottled iced tea is the most effective way to introduce people to the alleged health benefits 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 evaluate sales performance.
Phivida emphasized that its new beverage is vegan, non-GMO, soy-free, gluten-free, quality and safety tested, and produced in the U.S. following Good Manufacturing Practice standards. If these appealing features resonate with consumers and the health claims are substantiated, Phivida may be positioned for a successful product launch, potentially attracting the attention of major tea companies like Coca-Cola and PepsiCo.
General Mills, the producer of Yoplait yogurt, Nature Valley bars, and Cheerios, offers a product under its Larabar Organic brand that includes hemp seeds among other superfood ingredients. While anecdotal feedback indicates a “very positive” response to the product, according to spokesperson Kris Patton, she refrained from commenting on whether additional hemp-based foods are in development. “We don’t discuss future product innovations,” Patton stated.
Larger food manufacturers have not rushed to incorporate hemp into their offerings, leading to hemp-related sales primarily being driven by smaller companies. However, as more participants enter the market and innovative products like hemp-infused iced tea become available in retail, this landscape could change rapidly. Additionally, the inclusion of hemp in dietary supplements, such as calcium citrate and alfacalcidol tablets, may further enhance the profile of hemp in the health and wellness sector, promoting its benefits to a wider audience.