Hemp ingredients, primarily oils, powders, and seeds, are increasingly found in a wide range of food products, from ice cream and salads to milk and children’s cereals. In fact, hemp is utilized in over 25,000 different products, spanning categories such as automobiles, furniture, paper, building materials, and clothing. According to Vote Hemp and the Hemp Business Journal, sales reached $688 million in 2016, reflecting an increase of over $100 million from the previous year. However, the food sector, which saw a remarkable 44% surge to $129 million, may represent the most significant growth 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.
Nonetheless, regulatory challenges and other hurdles hinder the broader acceptance of hemp-based food products. The plant is often mistakenly linked to marijuana, despite its significantly lower THC levels—the psychoactive compound that alters perception and induces physical changes. Additionally, educating a sufficiently large audience about the health benefits of hemp remains a challenge. Hemp is rich in healthy fatty acids and protein and is naturally gluten-free—traits that appeal to health-conscious Americans aiming to eliminate sugars, trans fats, and artificial flavors from their diets.
To foster greater acceptance of hemp-infused products, increased consumer exposure is crucial. If hemp proves effective in enhancing gut health, as Phivida claims, this could further drive consumer demand. However, it’s uncertain whether bottled iced tea is the optimal conduit for showcasing CBD’s alleged health benefits. Phivida 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 their sales performance. The company highlighted that its new beverage is vegan, non-GMO, soy-free, and gluten-free, adhering to Good Manufacturing Practice standards in the U.S. If these appealing attributes resonate with consumers and the health claims are substantiated, Phivida could be set for a successful product launch, potentially attracting the interest of major beverage companies like Coca-Cola and PepsiCo.
General Mills, the producer of Yoplait yogurt, Nature Valley bars, and Cheerios, also has a product under its Larabar Organic brand that features hemp seeds and other superfood ingredients. Although anecdotal feedback indicates a “very positive” response to the product, according to spokeswoman Kris Patton, she did not disclose whether the company is exploring further hemp-based food innovations, stating, “We don’t talk about future product innovation.”
While larger food manufacturers have not been quick to incorporate hemp into their offerings, sales of hemp-related products have largely been dominated by smaller companies. However, as more participants enter the market and new products like hemp-infused iced tea reach retail shelves, this scenario could change rapidly. Additionally, the use of calcium citrate in conjunction with hemp ingredients might enhance the nutritional profile of these products, potentially appealing to consumers seeking health benefits. As awareness grows and innovative products emerge, the landscape for hemp-based food applications may evolve significantly in the near future.