PepsiCo’s new US hemp drink aimed at younger, female customers

PepsiCo has younger female consumers in mind with the U.S. launch of hempseed-infused energy drinks.

Rockstar Energy, a drinks brand owned by PepsiCo, says its three flavors of Rockstar Unplugged with hempseed are aimed at younger females who don’t gravitate toward energy drinks as commonly as males.

The drinks launched nationwide Tuesday and retail for $1.99 for a 12-ounce can, the company said. They contain no cannabinoids.

“Ninety-one percent of our consumers told us they wanted a beverage that lifts their mood,” said Fabiola Torres, PepsiCo general manager and chief marketing officer of its energy business.

PepsiCo released a line of hemp-infused energy drinks in Germany last year and was pleased with the results.

Last summer, PepsiCo joined its rival Coca-Cola and consumer product goods giants including Kellogg in appealing to U.S. health regulators to get going on regulations to allow over-the-counter CBD.

The letter from the Consumer Brands Association argued that current U.S. policy on CBD “is not working” because CBD is not allowed in foods, drinks and dietary supplements, but such products are nonetheless commonly sold by companies flouting regulations from the U.S. Food and Drug Administration.

PepsiCo planto promote its new hemp drink with a three-concert series in conjunction with MTV’s Unplugged franchise.