PepsiCo launches Rockstar Energy + HEMP

From April, shoppers and retailers in Germany can look forward to a new energy drink from Rockstar. The top 3 player in the energy segment is launching an energy drink with hemp seed extract: Check the news PepsiCo launches Rockstar Energy + HEMP and more on Switzerland based Luxury Lifestyle Magazine- Kenleaks Magazine.

Rockstar Energy + HEMP. This makes Germany the first market in the world in which PepsiCo, the world’s second largest food company, is launching this innovative product. With an outstanding category growth of 58 percent (1) compared to the previous year, hemp products are the trend of the year 2021 in the FMCG sector. 4.3 million (2) households have already bought a hemp product. With Energy + HEMP, Rockstar – part of the world’s second largest food company PepsiCo since 2020 – is now expanding its energy portfolio with three varieties with the trend ingredient “hemp seed extract”. Rockstar Energy + HEMP appears in the flavors “

“With 14 percent growth (3), sales of 1.5 billion euros for almost 600 million liters drunk, energy drinks are the growth drivers for the non-alcoholic beverages market. Our Rockstar brand is the market leader in the flavor segment with a market share of 35 percent ( 4) “, says Isabel Teves, Commercial Director Beverages D / A / CH at PepsiCo. “60% of the growth in the energy drink segment is driven by innovations. Here, Rockstar is leading with new developments such as XD-Power – the innovation was launched in the energy drink segment in 2020 We will position innovations. In this way, the energy market as a whole will be enlarged. The fact that we can achieve this and that we have the trust of the global player PepsiCo behind us is proven by the fact that that we are the first PepsiCo store worldwide to launch Rockstar Energy + HEMP. PepsiCo DACH is – as the second largest rock star market – a clear growth market for the brand, which was integrated into the group for $ 3.85 billion last year. “

Rockstar Energy + HEMP should also get started with the integrated activation package: In addition to a wide-reaching TV campaign that runs for six weeks in prime time, Rockstar is launching an extensive digital campaign on all relevant social media platforms such as Facebook, Instagram, Spotify and Snapchat In addition, the new Energy + HEMP variety will also be present with eye-catching secondary placements at the POS in order to generate impulse purchases. The measures are rounded off with paid PR in the form of media packages and influencer cooperations.

The new campaign starts with a 15-second TV spot showing a rapper who makes her life her own stage. From the makeshift recording studios to the endless hours of producing, this maker has the courage and determination to reach her full potential. With the help of Rockstar Energy + HEMP, her drive to achieve whatever she wants is sparked.

The new range is also a real eye-catcher: the cans are in an eye-catching gold tone. The product will be available from April 2021 in all food retailers, at discounters, petrol stations and in the convenience & gas segment in 500ml containers for 1.69 euros (RRP). Further information is available online at , www.facebook. com / rockstarenergygermany / 

About rock star

Energy Rockstar was founded in 2001 and sells over 20 Rockstar Energy products available in convenience and grocery stores in more than 30 countries around the world. Rockstar also offers a bold, refreshing boost of energy within a wide variety of flavors. PepsiCo acquired Rockstar, the market leader in flavored energy drinks, in March 2020.

About PepsiCo

PepsiCo products are consumed more than a billion times a day by consumers in over 200 countries and regions around the world. PepsiCo posted net sales of more than $ 70 billion in 2020 with its extensive range of food and beverages, including brands such as Frito-Lay, Gatorade, Pepsi-Cola, Quaker, Tropicana and SodaStream. PepsiCo’s product portfolio includes a variety of enjoyable foods and beverages, including 23 brands, each generating more than $ 1 billion in annual sales. PepsiCo is guided by the vision of being the global leader in convenience foods and beverages – through ” Winning with Purpose “. “Winning with Purpose” stands for our goal to win long-term in the market and to integrate sustainability into all areas of our business. 

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