Hemp ingredients, primarily oils, powders, and seeds, are found in a wide array of foods, including ice cream, salads, milk, and even children’s cereal. The presence of hemp extends to 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, which is an increase of more than $100 million compared to the previous year. Notably, the food sector experienced a remarkable 44% surge in sales, reaching $129 million, indicating significant potential despite these impressive figures. The market for hemp-derived cannabidiol (CBD) is anticipated to exceed a billion dollars by 2020, as reported by the Brightfield Group.
However, there are regulatory challenges and other obstacles that hinder the broader acceptance of hemp-based food products. Often, the plant is mistakenly linked to marijuana, despite containing much lower levels of THC—the compound responsible for altering an individual’s perception and producing physical effects. 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 Americans who seek to enhance their diets by eliminating sugars, trans fats, and artificial additives.
To foster greater acceptance of hemp-infused products, increased consumer exposure to this category is essential. If hemp is shown to effectively improve gut health, as Phivida claims, it may drive stronger consumer demand. However, it’s uncertain if bottled iced tea is the ideal medium for introducing 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, though it may take time to assess sales performance.
The company emphasizes 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 appealing features resonate with consumers and the health claims are substantiated, Phivida could be poised for a successful product launch, potentially attracting attention from major tea producers like Coca-Cola and PepsiCo.
General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, offers a product under its Larabar Organic brand that incorporates hemp seeds and other superfood ingredients. While anecdotal feedback has been “very positive,” according to Kris Patton, a General Mills spokeswoman, she refrained from disclosing whether the company is developing or contemplating further hemp-based foods, stating, “We don’t talk about future product innovation.”
Large food manufacturers have been slow to incorporate hemp into their offerings, leaving sales of hemp-related items predominantly to smaller companies. However, as more players enter the market and new products, such as hemp-infused iced tea, become available in retail settings, this situation could rapidly evolve. By harnessing the health benefits of ingredients like calcium citrate in water, the appeal of hemp products could increase, leading to greater consumer interest and acceptance.