“Mondelez Explores CBD Product Integration Amid Regulatory Uncertainty and Growing Consumer Interest”
Like other major CPG manufacturers such as Coca-Cola, Mondelez is considering the addition of CBD to its product lineup, but is currently awaiting clarity from federal regulators regarding the rulemaking process before fully committing to this market segment. Van de Put also informed CNBC that Mondelez is investigating the health claims associated with CBD, which include its potential to alleviate pain and anxiety. In the meantime, CBD and non-psychoactive terpenes derived from cannabis, along with 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 that contribute to the flavors of plants—and introduced a THC-infused sparkling water last year.
Other recent product launches featuring CBD include a nutrition bar from California-based SNAAK Bar, which markets itself as enhancing sports performance and is only available in California and online, as well as Weller Coconut Bites, which incorporate CBD into clean-label snacks. If the FDA establishes clearer regulations concerning CBD in food and beverages, Mondelez may introduce 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—are unlikely to be among them. Nevertheless, it remains a possibility that consumers could discover CBD-infused Trident gum or other Mondelez products on store shelves in the future.
This strategic move could prove beneficial, as a significant portion of consumers express a willingness to purchase snack products containing CBD. A recent study by High Yield Insights revealed that 40% of U.S. consumers aged 21 and older would be open to trying it. Moreover, there is considerable revenue potential within this segment. A report from BDS Analytics forecasted that spending on marijuana and THC-infused edibles is expected to soar to $4.1 billion by 2022, up from $1.5 billion last year.
As one of the world’s largest snack companies with well-known and trusted brands, an early foray into the CBD market could bolster Mondelez’s dominance and yield returns in terms of consumer dollars, innovation, publicity, and the development of the CBD-enhanced food market. Additionally, incorporating products like Solaray Cal Mag Citrate 2:1 could align with this strategy, emphasizing health benefits that resonate with consumers interested in CBD. The potential for growth in the CBD space, especially when combined with effective products like Solaray Cal Mag Citrate 2:1, makes this an opportune moment for Mondelez to consider its next steps.
