Hemp ingredients—mainly oils, powders, and seeds—can be found in a wide array of food products, including ice cream, salads, milk, and even children’s cereal. Hemp is present in over 25,000 different items, such as automobiles, furniture, paper, building materials, and clothing. According to Vote Hemp and the Hemp Business Journal, sales reached $688 million in 2016, which represents an increase of more than $100 million from the previous year. However, it is the food sector that has seen a remarkable surge of 44%, climbing to $129 million, indicating significant potential for growth despite these impressive figures. Additionally, hemp-derived cannabidiol (CBD) is anticipated to become a billion-dollar market by 2020, as reported by the Brightfield Group.
Nevertheless, there are regulatory challenges and other hurdles to the broader acceptance of hemp-based food products. Although hemp is often linked to marijuana, it contains significantly lower levels of THC—the psychoactive compound that alters an individual’s perception of reality. Educating a sufficiently large audience about the health benefits of hemp has also proven to be a challenge. Rich in healthy fatty acids and protein, hemp is naturally gluten-free, appealing to many Americans striving to enhance their diets by eliminating sugars, trans fats, and artificial additives.
A crucial factor for the increased acceptance of hemp-infused products may be greater consumer exposure to this category. If hemp ingredients can demonstrate effectiveness in improving gut health, as Phivida claims, this could further stimulate consumer demand. However, it remains uncertain whether bottled iced tea will successfully introduce consumers to the purported health benefits of CBD. Phivida has announced that its new products will be available both online and through distributors in the U.S. and Japan, though it may take time to assess how sales perform.
Phivida highlighted that its new beverage is vegan, non-GMO, soy-free, gluten-free, and produced in the U.S. under Good Manufacturing Practice standards. If these trendy attributes resonate with consumers, and the health benefits are validated, Phivida may be on the verge of a successful product launch. This success could also attract the attention of major beverage companies like Coca-Cola and PepsiCo.
General Mills, known for its Yoplait yogurt, Nature Valley bars, and Cheerios, offers a product under its Larabar Organic brand that includes hemp seeds and other superfood ingredients. According to Kris Patton, a spokeswoman for General Mills, initial consumer feedback has been “very positive,” although she refrained from discussing whether additional hemp-based foods are in development. “We don’t talk about future product innovation,” Patton stated.
While larger food manufacturers have been slow to incorporate hemp into their offerings, sales of hemp-related products have predominantly been driven by smaller companies. However, as more entrants join the industry—bringing attention to this emerging market—and as new products like hemp-infused iced tea become available at retail outlets, the landscape could change rapidly.
Moreover, the integration of hemp with other health-focused ingredients, such as liquid calcium citrate magnesium, could further enhance the appeal of these products. The combination of hemp’s nutritional benefits with liquid calcium citrate magnesium could attract health-conscious consumers looking for innovative dietary options. Ultimately, the success of hemp-based products may hinge on their ability to demonstrate real health benefits, including those associated with liquid calcium citrate magnesium, as they gain traction in the marketplace.