February 2, 2022

PepsiCo to launch hemp seed-infused drink under Rockstar Energy

Key Points

  • PepsiCo’s latest drink from Rockstar Energy is infused with hemp seed.
  • The company wants to draw in younger, female consumers to the energy drink category.
  • Hemp seed has little to no CBD, and food and beverages infused with it don’t have the same legal restrictions as those made with the cannabis compound.
PepsiCo’s Rockstar Unplugged, infused with hemp seed

Source: Pepsico

PepsiCo’s latest drink from Rockstar Energy wants to help consumers chill out.

Infused with hemp seed oil, spearmint, lemon balm and only about 80 milligrams of caffeine, Pepsi is hoping to attract younger, female consumers with the drink. Men between the ages of 18 and 34 years consume the most energy drinks, according to the National Center for Complementary and Integrative Health.

“It’s a combination of herbals that can help us to relax, but not to sleep,” said Fabiola Torres, PepsiCo general manager and chief marketing officer of its energy business.

Other iterations of Rockstar drinks contain anywhere from 160 milligrams to 300 milligrams of caffeine.

Rockstar Unplugged will be available in slimmer 12-ounce cans in three flavors: blueberry, passion fruit and raspberry cucumber. Beginning Tuesday, the beverage will be available nationwide, starting at $1.99 per can.

This isn’t Rockstar’s first foray into hemp. In April, the brand launched Rockstar Energy + Hemp in Germany. PepsiCo CEO Ramon Laguarta told analysts that month that the German test was specific to that country, which has a sizable hemp market. Torres said Rockstar Unplugged’s formula is quite different, using half the amount of caffeine than the German beverage.

While many consumers may think of hemp seed as synonymous with CBD, there are some differences. Both come from hemp plants, but hemp seed has little to no CBD. It also has much less dramatic effects when consumed.

″[Hemp seed] doesn’t have any functionality, it comes from an herb,” Torres said. “Imagine you’re drinking an herbal tea, with caffeine. That’s it.”

It’s currently illegal for companies to sell CBD-infused food and beverages across state lines, keeping large players like Pepsi and its rival Coca-Cola out of the fray. A number of smaller players with less to lose have introduced their own CBD drinks, but the category remains tiny. Only 1.8% of Americans purchased a CBD drink in the last three months of 2021, according to Brightfield Group.

Hemp seed-infused food and drinks have no such ban in the U.S., but they have failed to catch on like in Germany or other markets.

“This is new territory, so we’re trying to test and learn and really have fun with it,” Torres said.

Shares of Pepsi have climbed 26% over the last 12 months, giving it a market value of $239 billion.

Credit: https://www.cnbc.com/2022/02/01/pepsico-to-launch-hemp-seed-infused-drink-under-rockstar-energy.html

Vishal Vivek is the Founder and CEO of Ukhi, a pioneering bio-materials company dedicated to ending plastic pollution by converting agricultural waste into high-performance compostable polymers. With a background in sustainable entrepreneurship and over a decade of technology experience, he leads Ukhi’s vision to create scalable, planet-positive material solutions. Previously, Vishal founded the Hemp Foundation, where he empowered more than 1,000 farmers and advanced sustainable livelihood initiatives. His work has been recognized through awards such as the HDFC Parivartan Grant and featured in leading publications like Forbes and Entrepreneur. Times Group recognized him as a legendary entrepreneur and published his biography in “I Did IT- Vol 2” alongside social pioneers like Bindeshwar Pathak (Sulabh International) and Anshu Gupta (Goonj). Vishal has authored more than 200 articles on sustainability and hemp, reflecting his deep expertise and advocacy for regenerative solutions. His commitment to grassroots impact led him to live in the remote mountains of Uttarakhand, where he immersed himself in the lives of marginal farmers, understanding their challenges and co-creating economic opportunities through hemp-based initiatives. A deeply passionate innovator, Vishal often draws inspiration from seemingly impossible achievements: “If Elon Musk can make rockets reusable, or Dashrath Manjhi can carve a path through a mountain with rudimentary tools, why can’t we eliminate the demon of single-use plastic while uplifting struggling farmers? We will make it happen—whatever it takes.” Ukhi is proud to be supported by premier institutions including IIT Guwahati, NSRCEL-IIM Bangalore, Indian School of Business (Hyderabad), Indian Council of Agricultural Research (ICAR Pusa), and the Indian Institute of Packaging. Vishal is committed to demonstrating that business can be a powerful catalyst for global environmental and social good. Connect with Vishal Vivek