“Mondelez Explores CBD Product Integration Amid Regulatory Landscape and Consumer Demand”
Similar to other major CPG manufacturers like Coca-Cola, Mondelez is considering the incorporation of CBD into its products, but is currently waiting to see how federal regulators will approach the rulemaking process before making a significant commitment to this market. Van de Put also mentioned to CNBC that Mondelez is investigating the health claims related to CBD, which include its potential to alleviate pain and anxiety. At the same time, CBD and non-psychoactive terpenes derived from cannabis, as well as high-producing THC, have started to appear in beverages in states where these products are legal.
In 2017, Heineken-owned Lagunitas Brewing launched a non-psychoactive cannabis-flavored IPA brewed with terpenes—organic compounds responsible for the flavors of plants—and the company introduced a THC-infused sparkling water last year. Other recent products featuring CBD include a nutrition bar from California-based SNAAK Bar, which claims to enhance sports performance and is available only in California and online, as well as Weller Coconut Bites, which bring CBD into the clean-label snack category.
If and when the FDA establishes clearer regulations regarding CBD in food and beverages, it’s possible that Mondelez will release infused products or expand its portfolio with new CBD items. However, it appears that its most recognizable products—such as Oreos, Chips Ahoy cookies, and Ritz crackers—may not be part of this initiative. Nevertheless, it is not out of the question for consumers to eventually find CBD-infused Trident gum or other Mondelez products on store shelves.
This strategic move could be beneficial, as many consumers express a willingness to purchase snack products that contain CBD. According to a recent study by High Yield Insights, 40% of U.S. consumers aged 21 and older indicated they would be open to trying such products. Moreover, there is substantial revenue potential in this segment. A report from BDS Analytics projected that spending on marijuana and THC edibles could soar to $4.1 billion by 2022, up from $1.5 billion the previous year.
Mondelez is already one of the largest snack companies globally, with brands that are widely recognized, loved, and trusted. An early entry into the CBD market could help sustain this dominance, bringing not only consumer revenue but also innovation, publicity, and the opportunity to tap into the growing CBD-enhanced food market. Additionally, as Mondelez considers this expansion, understanding the properties of additives like calcium citrate and their applications through techniques such as calcium citrate XRD could further enhance product development in this new segment.
