PepsiCo has revealed a hemp beverage - Rockstar Energy + Hemp – which debuts in Germany this week.
The launch in Germany marks PepsiCo’s first foray in the hemp category (hemp comes from the cannabis family but does not contain THC), with its drinks using hemp seed extract alongside ginseng, guarana, B vitamins, caffeine, sugar and taurine.
While Germany is the launchpad for the new beverage, launching this week in three varieties (original, tropical burst and prickly cactus), PepsiCo has not specified if or when it plans to expand the beverage globally.
Rockstar was acquired by PepsiCo for $3.85bn in March last year: with the US beverage and snack giant powering up its presence in the energy drink category (which also includes Mountain Dew Kickstart, GameFuel and AMP).