PepsiCo has launched a Rockstar Energy beverage with hemp seed extract.

Rockstar Energy + Hemp contains caffeine, guarana and taurine as well as an “intense” hemp taste, PepsiCo said. The new product was released on 3 April and is only be available in Germany.

According to PepsiCo, Rockstar Energy + Hemp continues the brand’s innovation in the German flavoured energy segment following the launch in the country last year of the BCAA-based XD-Power. BCAA is an amino acid used in muscle-building powders.

Rockstar Energy + Hemp comes in three flavours – Original, Tropical Burst and Prickly Cactus – and retails for EUR1.69 (US$2) per 50cl can.

PepsiCo bought Rockstar last year for US$3.85bn as the soft drinks and snacks giant upped its focus on the energy category. Activations for the brand since have included a number within video games. In February, PepsiCo signed a sponsorship deal between Rockstar and 100 Thieves, a games collective that competes in e-sports tournaments and runs a lifestyle marketing brand.

Why gaming is the next frontier for drinks marketing – Click here for an article from 2019