PepsiCo releases Rockstar energy drink with hemp seed oil in US

PepsiCo has launched Rockstar Unplugged, an energy drink that aims to ‘enhance good vibes’ with ingredients like hemp seed oil and B vitamins.

The new sugar- and calorie-free beverage is available in three flavours: blueberry, passionfruit and raspberry cucumber.

Rockstar Unplugged combines hemp seed oil, B vitamins, spearmint and lemon balm with an 80mg dose of caffeine.

Fabiola Torres, PepsiCo general manager and chief marketing officer of the energy category, said: “91% percent of our consumers told us they wanted a beverage that lifts their mood. Rockstar Unplugged delivers the ingredients consumers have been asking for, creating an opportunity for us to transform the category and introduce new consumers to our energy portfolio.”

Rockstar Energy has partnered with MTV and will launch a three-part music series with the music franchise – MTV Unplugged – that shares the new beverage’s name.

“This partnership with Rockstar Unplugged enables us to extend the iconic MTV Unplugged franchise to a new generation of music fans as a reimagined concert series that can drive entertainment forward,” commented Jason White, CMO, MTV Entertainment Group.

Rockstar Unplugged is available online and at retailers across the US, starting at $1.99 per can.