PepsiCo has announced its first foray into the hemp beverage sector, although U.S. consumers will have to wait before they can try the product.
According to a report in the trade Just Drinks, the Purchase-headquartered company is rolling out Rockstar Energy + Hemp exclusively in Germany. The new product contains caffeine, guarana, taurine and hemp seed extract. PepsiCo stated that the final ingredient creates an “intense hemp taste.”
PepsiCo acquired Rockstar in March 2020 for $3.85 billion and the brand commands a 35% share of Germany’s energy drink market.
“With outstanding category growth of 58% compared to the previous year, hemp products are the trend of the year 2021 in the (fast moving consumer goods) sector,” PepsiCo said in a press statement. “With Energy + Hemp, Rockstar is now expanding its energy portfolio to include three varieties with the ingredient hemp seed extract.”
Hemp comes from the cannabis family, but does not include the tetrahydrocannabinol (THC) psychoactive compound that creates the high sensation.
Although the 2018 Farm Bill updated federal policy to consider hemp as an agricultural product, there is no consensus among state laws regarding the sale of hemp-based consumables, which is why PepsiCo is not offering its new product in the U.S.