The drinks come in 3 flavours.
PepsiCo.
- PepsiCo’s Rockstar Energy have released a new line of hemp-infused beverages.
- The drinks come in 3 flavours and contain less caffeine than other Rockstar products.
- The company wants to attract more women to the drink, per CNBC.
PepsiCo is taking energy drinks in a different direction: less energy hit, more relaxation.
The company is rolling out a new line of hemp-infused drinks from its Rockstar Energy Drink brand. Rather than focusing on upping energy levels, the sugar-free beverages are aimed at helping people wind down, but without causing them to nod off entirely.
Infused with ingredients including hemp seed oil and B vitamins, each 12-ounce can of Rockstar Unplugged also contains 80 mg of caffeine, about half the dose of other Rockstar energy drinks, according to the company’s website.
“It’s a combination of herbals that can help us to relax, but not to sleep,” Fabiola Torres, PepsiCo general manager and chief marketing officer of its energy drink business, told CNBC.
The drinks come in three different flavors – Blueberry, Passionfruit, and Raspberry Cucumber.
PepsiCo’s move could put it in line to take a slice of the growing hemp-based product market. According to recent data, the sale of such products in the US are expected to reach $2.61 billion by 2022.
Hemp was legalized in the US in 2018, under certain regulations, and is now propping up a rapidly-expanding market for teas, beers and other drinks infused by the product.
Hemp seeds are derived from the same plant as marijuana, but contain less THC, the component likely to make people feel high. To be considered as legal hemp, plants must remain below 0.3% THC levels.
CNBC reported that PepsiCo are also hoping that the different ingredients will attract more young women to the brand.
According to the National Center for Complementary and Integrative Health, men between the age of 18 and 34 are most likely to opt for energy drinks, while one third of young people between the age of 12 and 17 purchase energy drinks regularly.
Rockstar Unplugged will focus “less on providing a big hit of energy and more focus on enhancing good vibes,” the company said in a press release.