Hemp ingredients, mainly oils, powders, and seeds, are increasingly found in a diverse range of food products, from ice cream and salads to milk and children’s cereals. Hemp is incorporated in over 25,000 different items, including automobiles, furniture, paper, building materials, and clothing. In 2016, sales reached $688 million, according to Vote Hemp and the Hemp Business Journal, an increase of more than $100 million from the previous year. Notably, the food sector saw a remarkable 44% surge in sales, totaling $129 million, indicating significant potential for growth. Additionally, hemp-derived cannabidiol (CBD) is expected to evolve into a billion-dollar market by 2020, as reported by the Brightfield Group.
However, regulatory challenges and other obstacles hinder the broader acceptance of hemp-based food products. Often linked to marijuana, hemp contains much lower levels of THC, the psychoactive compound that alters perception. Educating consumers 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 aiming to enhance their diets by eliminating sugars, trans fats, and artificial additives. Increased consumer exposure to hemp-infused products may pave the way for greater acceptance. If the ingredient effectively promotes gut health, as suggested by Phivida, stronger consumer demand could follow. Nevertheless, it is uncertain if bottled iced tea is the ideal method for introducing consumers to the claimed health benefits of CBD.
Phivida has announced that its new beverages will be available online and through distributors in the U.S. and Japan, though it may take some time to gauge sales performance. The company emphasized that its new drink is vegan, non-GMO, soy-free, gluten-free, quality and safety tested, produced in the U.S. under Good Manufacturing Practice standards. If these appealing aspects resonate with consumers and the health claims are substantiated, Phivida might see a successful product launch, potentially attracting the attention of major tea brands like Coca-Cola and PepsiCo.
General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, has a hemp seed-infused product under its Larabar Organic brand. According to Kris Patton, a spokesperson for General Mills, the initial consumer response has been “very positive.” However, she refrained from commenting on whether more hemp-based products 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 hemp-related sales primarily to smaller companies. However, as more players enter the market and new products like hemp-infused iced tea become available at retail, the landscape could shift rapidly. This growing interest in hemp could also spotlight other health products, such as the best calcium citrate tablets in India, appealing to health-conscious consumers seeking nutritional supplements. The combination of hemp’s advantages and the increasing trend toward health-oriented food products may lead to a significant transformation in the industry.