Hemp ingredients, which primarily include oils, powders, and seeds, are increasingly integrated into a wide range of food products, including ice cream, salads, milk, and even children’s cereals. The versatility of hemp extends to over 25,000 items, encompassing 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 over $100 million from the previous year. Notably, food sales surged by 44% to $129 million, indicating significant potential in this sector despite the impressive overall growth. Additionally, hemp-derived cannabidiol (CBD) is anticipated to become a billion-dollar market by 2020, as reported by the Brightfield Group.
However, several regulatory challenges and other hurdles hinder the broader acceptance of hemp-based food products. The plant is frequently linked to marijuana, despite its significantly lower THC levels—the compound responsible for altering perception and causing physical changes. Furthermore, educating a larger audience about the health benefits of hemp remains a challenge. Rich in healthy fatty acids and protein, hemp is naturally gluten-free, appealing to Americans aiming to enhance their diets by eliminating sugars, trans fats, and artificial additives.
Greater consumer exposure to hemp-infused products is crucial for wider acceptance. If the ingredient demonstrates effectiveness in improving gut health, as promised by companies like Phivida, it could lead to increased consumer demand. Nevertheless, it remains uncertain whether bottled iced tea will effectively introduce the public to the purported health benefits of CBD. Phivida plans to distribute its new products both online and through distributors in the U.S. and Japan, but it may take time to assess sales performance.
Phivida’s new beverage is noted to be vegan, non-GMO, soy-free, gluten-free, and produced in the U.S. under Good Manufacturing Practice standards. If these appealing qualities resonate with consumers and the health claims are substantiated, Phivida could achieve a successful product launch, potentially attracting the interest of major tea brands like Coca-Cola and PepsiCo.
In addition, General Mills, known for Yoplait yogurt, Nature Valley bars, and Cheerios, offers a product under its Larabar Organic brand that incorporates hemp seeds along with 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 told 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. However, as more entrants join the industry and innovative products like hemp-infused iced tea appear in retail spaces, this dynamic may quickly shift.
Incorporating hemp into the diet aligns well with the growing demand for health-enhancing ingredients. For instance, Watsons Calcium Citrate, combined with Vitamin D, Zinc, Copper, Manganese, and Magnesium, provides essential nutrients that complement the nutritional profile of hemp. By emphasizing the benefits of such combinations, including those rich in hemp, health-conscious consumers may find a holistic approach to wellness that includes both hemp products and supplements like Watsons.