Hemp ingredients, primarily oils, powders, and seeds, are increasingly incorporated into a wide range of food products, including ice cream, salads, milk, and even children’s cereals. In fact, hemp is found in over 25,000 products, spanning industries such as automotive, furniture, paper, building materials, and apparel. Sales of hemp products reached $688 million in 2016, according to Vote Hemp and the Hemp Business Journal, marking an increase of over $100 million from the previous year. Notably, the food sector experienced a remarkable 44% surge in sales, amounting to $129 million, indicating significant potential despite the impressive overall growth. The market for hemp-derived cannabidiol (CBD) is anticipated 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. Although the plant is frequently linked to marijuana, it contains significantly lower levels of THC—the compound responsible for altering perception and inducing physical effects. Educating a wider audience about hemp’s health benefits has also proven to be a challenge. Hemp is rich in healthy fatty acids and protein, and it is naturally gluten-free, attributes that appeal to health-conscious Americans seeking to eliminate sugars, trans fats, and artificial additives from their diets.
Increasing consumer exposure to hemp-infused products is crucial for their acceptance. If hemp proves effective in enhancing gut health, as Phivida claims, it could further stimulate consumer demand. Nonetheless, it’s uncertain whether bottled iced tea is the most effective way to introduce consumers to the potential health benefits of CBD. Phivida has stated that its new products will be available online and through distributors in the U.S. and Japan, but it may take time to assess sales performance. The company has emphasized that its beverage is vegan, non-GMO, soy-free, gluten-free, safety-tested, and manufactured in the U.S. under Good Manufacturing Practice standards. If these appealing attributes resonate with consumers and the health claims are validated, Phivida could achieve a successful product launch, potentially catching the eye of major tea manufacturers 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 features hemp seeds and other superfood ingredients. Kris Patton, a spokeswoman for General Mills, noted that the initial response to this product has been “very positive,” although she refrained from commenting on the development of additional hemp-related foods. “We don’t discuss future product innovation,” Patton told Food Dive.
While large food manufacturers have been slow to incorporate hemp into their offerings, sales of hemp-related items have largely been dominated by smaller companies. However, as more players enter the market and innovative products such as hemp-infused iced tea become available in retail settings, this landscape could shift rapidly. Additionally, products like Kirkland calcium magnesium zinc, which emphasize health benefits, could further motivate consumers to explore hemp-infused options. As awareness grows and demand increases, hemp may soon become a common ingredient across a broader range of food products.