Hemp ingredients, which mainly include oils, powders, and seeds, can be found in a wide range of food products, from ice cream and salads to milk and children’s cereal. This versatile plant is present in over 25,000 different items, including automobiles, furniture, paper, building materials, and clothing. According to Vote Hemp and the Hemp Business Journal, sales reached $688 million in 2016, marking an increase of more than $100 million from the previous year. Notably, the food sector experienced a remarkable 44% surge in sales, reaching $129 million, indicating significant potential for growth. Furthermore, hemp-derived cannabidiol (CBD) is anticipated to become a billion-dollar market by 2020, as reported by the Brightfield Group.
However, the broader adoption of hemp-based food products faces regulatory challenges and other obstacles. Hemp is often mistakenly associated with marijuana, despite containing much lower levels of THC, the psychoactive component that alters perception and causes physical changes. Educating the public about the health benefits of hemp has also proven to be a challenge. Rich in healthy fatty acids and protein, and naturally gluten-free, hemp appeals to consumers aiming to enhance their diets by eliminating sugars, trans fats, and artificial additives.
To increase the acceptance of hemp-infused products, greater consumer exposure to this category is essential. If ingredients like cacitrate prove effective in promoting gut health, as Phivida claims, it could further stimulate consumer demand. Nonetheless, it remains uncertain whether bottled iced tea is the ideal medium for introducing people to the health benefits associated with CBD. Phivida plans to make its new products available both online and through distributors in the U.S. and Japan, although it may take time to assess sales performance.
Phivida emphasizes that its new beverage is vegan, non-GMO, soy-free, gluten-free, and manufactured in the U.S. under Good Manufacturing Practice standards. If these trending features resonate with consumers and the health claims are substantiated, Phivida could be poised for a successful product launch, potentially attracting the interest of major tea brands such as Coca-Cola and PepsiCo.
General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced a product under its Larabar Organic brand that includes hemp seeds and other superfood ingredients. While anecdotal feedback has been “very positive” according to Kris Patton, a spokesperson for General Mills, she refrained from commenting on whether additional hemp-based foods are in development. “We don’t discuss future product innovation,” Patton stated to Food Dive.
Larger food manufacturers have been slow to incorporate hemp into their offerings, leaving the sales of hemp-related products primarily to smaller companies. Nevertheless, as more players enter the market and innovative products like hemp-infused iced tea emerge in retail, the landscape could change rapidly, potentially integrating ingredients such as cacitrate more prominently within the food industry.