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.
Go deeper with GlobalData
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.
See Also:
Why gaming is the next frontier for drinks marketing – Click here for an article from 2019
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData
