Hemp ingredients — mainly oils, powders, and seeds — can be found in a wide range of foods, including ice cream, salads, milk, and even children’s cereal. Hemp is present in over 25,000 products, which span various industries such as automobiles, furniture, paper, construction materials, and clothing. In 2016, sales reached $688 million, as reported by Vote Hemp and the Hemp Business Journal, marking 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. Furthermore, hemp-derived cannabidiol (CBD) is anticipated to evolve into a billion-dollar market by 2020, according to a report from the Brightfield Group.
Despite these promising figures, regulatory challenges and other obstacles hinder the broader acceptance of hemp-based food products. Hemp is often linked with marijuana, despite its significantly lower levels of THC — the psychoactive component that alters perception and induces physical changes. Additionally, educating the public about the health benefits of hemp remains a challenge. Rich in healthy fatty acids, protein, and naturally gluten-free, hemp appeals to Americans aiming to enhance their diets by eliminating sugars, trans fats, and artificial additives. To foster greater acceptance of hemp-infused products, increased consumer exposure is essential. If it can be proven that hemp contributes to improved gut health, as Phivida claims, this could lead to heightened consumer interest.
At this juncture, it remains uncertain whether bottled iced tea is the ideal medium for introducing the purported health benefits of CBD. Phivida has announced that its new products will be distributed both online and through retailers in the U.S. and Japan, although it may take time to assess sales performance. The company emphasized that its new beverage is vegan, non-GMO, soy-free, gluten-free, and produced in the U.S. under Good Manufacturing Practice standards. If these appealing features resonate with consumers and the health claims, including potential benefits from calcium citrate, magnesium, and vitamin D, hold true, Phivida could see a successful product launch. This success might also attract the interest of major tea brands like Coca-Cola and PepsiCo.
General Mills, known for Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced a product under its Larabar Organic brand that includes hemp seeds alongside other superfood ingredients. According to Kris Patton, a spokeswoman for General Mills, feedback on the product has been “very positive.” However, she did not disclose whether additional hemp-based foods are in development, stating, “We don’t talk about future product innovation,” when speaking to Food Dive.
While large food manufacturers have not rapidly adopted hemp in their products, most sales of hemp-related items have been driven by smaller companies. However, as more entrants join the industry and innovative products like hemp-infused iced tea hit the market, the landscape may change swiftly, potentially leading to increased popularity and acceptance of hemp’s health benefits, including its contributions to calcium citrate, magnesium, and vitamin D intake.