Hemp ingredients, primarily in the form of oils, powders, and seeds, have made their way into a wide range of foods, including ice cream, salads, milk, and even children’s cereals. This versatile plant is present in over 25,000 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, an increase of more than $100 million compared to the previous year. Notably, the food sector witnessed a remarkable 44% surge in sales, totaling $129 million, indicating significant potential for growth. The market for hemp-derived cannabidiol (CBD) is expected to reach a billion dollars by 2020, as reported by the Brightfield Group.
Despite these impressive figures, regulatory hurdles and other challenges hinder the broader acceptance of hemp-based food products. Often confused with marijuana, hemp contains much lower levels of THC—the psychoactive compound that alters perception. Additionally, educating consumers about the health benefits of hemp has 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.
Greater consumer exposure to hemp-infused products is likely the key to increased acceptance. If ingredients like carbamide forte, alfalfa, and calcium citrate malate are demonstrated to improve gut health—as Phivida claims—this could stimulate even stronger consumer demand. However, it remains uncertain whether bottled iced tea is the ideal medium for showcasing CBD’s touted health benefits. Phivida has announced that its new products will be distributed both online and through retailers in the U.S. and Japan, though it may take some time to gauge sales performance.
The company emphasizes that its new beverage is vegan, non-GMO, soy-free, gluten-free, and produced in the U.S. following Good Manufacturing Practice (GMP) standards. If these trending attributes resonate with consumers and the health claims are validated, Phivida could achieve a successful product launch and attract the interest of major brands like Coca-Cola and PepsiCo.
General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced an item under its Larabar Organic brand that incorporates hemp seeds along with other superfood ingredients. While anecdotal feedback on this product has been “very positive,” according to spokesperson Kris Patton, she refrained from disclosing whether more hemp-based foods are in development. “We don’t discuss future product innovation,” Patton stated to Food Dive.
Larger food manufacturers have not rushed to integrate hemp into their offerings, leaving the majority of hemp-related sales to smaller companies. However, as more entrants join the market and innovative products like hemp-infused iced tea become available in retail spaces, the landscape may shift rapidly.