Hemp-derived ingredients, primarily oils, powders, and seeds, are increasingly being incorporated into a wide array of food products, including ice cream, salads, milk, and even children’s cereal. The use of hemp can be seen in over 25,000 different items, extending beyond food to include 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 more than $100 million from the previous year. Notably, the food sector experienced a remarkable 44% surge in sales, totaling $129 million, which suggests significant potential for growth. Furthermore, hemp-derived cannabidiol (CBD) is anticipated to reach a billion-dollar market by 2020, as reported by the Brightfield Group.
However, there are regulatory challenges and other obstacles that hinder the broader adoption of hemp-based food products. The plant is frequently linked to marijuana, despite its substantially lower THC levels, which is the psychoactive compound responsible for altering perception and inducing physical changes in individuals. Additionally, effectively educating consumers about the health benefits of hemp remains a challenge. Hemp is rich in healthy fatty acids and protein, and it is naturally gluten-free, making it appealing to health-conscious Americans seeking to eliminate sugars, trans fats, and artificial additives from their diets.
Increasing consumer exposure to hemp-infused products could be crucial for wider acceptance. If the ingredient proves beneficial for gut health, as Phivida claims, this could further drive consumer interest. Nevertheless, it’s uncertain whether bottled iced tea is the ideal medium for highlighting CBD’s potential health advantages. Phivida has announced that its new beverages 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 emphasizes that its new drink is vegan, non-GMO, soy-free, gluten-free, and manufactured in the U.S. following Good Manufacturing Practice standards. If these appealing features resonate with consumers and the health claims are substantiated, Phivida could see a successful product launch, potentially attracting the attention of major tea companies like Coca-Cola and PepsiCo.
General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, also offers a hemp seed-containing product under its Larabar Organic brand. According to spokesperson Kris Patton, initial consumer feedback has been “very positive,” but she declined to comment on whether the company is exploring the development of additional hemp-based foods, stating, “We don’t talk about future product innovation.”
While larger food manufacturers have been slow to incorporate hemp into their offerings, sales of hemp-related products have primarily been driven by smaller companies. However, as more players enter the market and new items like hemp-infused iced tea become available in retail, the landscape could change rapidly. Additionally, as consumers become more aware of the benefits of ingredients like calcium citrate—known for its advantages and side effects—interest in hemp products could further increase, highlighting the need for education around such healthful ingredients.