The 2014 '30 Under 30'

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Get ready to ‘Kickstart’ your morning with Mountain Dew

Get ready to ‘Kickstart’ your morning with Mountain Dew’s new breakfast sodas juices.

These morning libations will be launched in “energizing orange citrus” and “energizing fruit punch” flavors. While theoretically healthy (Kickstart contains only 80 calories and is 5 percent juice), the new drink has just barely enough real fruit in it to qualify as a “juice drink,” rather than a soda. Parents are especially unlikely to it that way when they learn that Kickstart will contain 92 milligrams of caffeine. That’s 20 more milligrams than the original Mountain Dew soda.

“Kickstart” is being advertised as a substitute for coffee, tea or other morning drinks. This new offering was dreamed-up when Simon Lowden, chief marketing officer for PepsiCo’s Americas beverages, learned via Mountain Dew consumer research that caffeine consumers wanted more drinks options for breakfast.

“They didn’t really see anything that fit their needs,” Lowden told Fox News.

In reality, the new Dew is just another one of PepsiCo’s attempts at expanding the popular brand. So far, these attempts have been met with failure after failure. The company has previously launched Mountain Dew Sport, Mountain Dew Red, Mountain Dew Pitch Black (and Pitch Black II), Diet Mountain Dew Ultra Violet, Mountain Dew Cherry Fusion and Mountain Dew Dark Berry, as well as more than a dozen more flavors that have lasted less than one year each in the U.S.

Unfortunately for PepsiCo, the hype surrounding Kickstart will, most likely, soon wear down, and Mountain Dew lovers will return to the original or diet version of their favorite soda.

Kickstart will be released Feb. 25.

 

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