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.

Comments

Polititainment

Michael Bay might direct Benghazi movie

Bay, who has spent the last several years gaining popularity for his "Transformers" films, is reportedly in talks to direct the Benghazi film "13 Hours," according to the Hollywood Reporter.

Holder wants Denzel to play him in movie

Holder spoke to The Hill about Hollywood and politics while at an event at the Washington Ideas Forum Wednesday that was hosted by The Aspen Institute and The Atlantic.

'Rival Survival' premiering Wednesday

Senators Jeff Flake (R-Ariz.) and Martin Heinrich (D-N.M.) are getting ready to show America their bipartisan fire-starting skills on "Rival Survival," a reality show starring tho lawmakers that premiers Wednesday night on the Discovery Channel.

Lovitz has a field day with Hillary

Before Hillary Clinton's jobs comment is swept aside as a minor whoopsie, a few words from Jon Lovitz.

John Oliver has some ideas for the FDA

Some people want more nutrition information on food labels--but who really understands those labels anyway?

White House

Russian hackers broke into the White House network

Hackers with suspected ties to the Russian government recently broke into the White House’s unclassified computer network, the Washington Post reported Tuesday night.

Obama is withholding over 15,000 Fast and Furious documents

President Obama claimed executive privilege to withhold over 15,000 documents relating to Operation Fast and Furious, including nearly 20 emails sent between Attorney General Eric Holder and his wife.

White House fence jumper charged with assault
WASHINGTON (AP) — The 23-year-old Maryland man who climbed over the White House fence Wednesday night has been charged with felonies for assaulting two police dogs and making threats, the Secret Service said Thursday. Dominic Adesanya of Bel Air, Maryland, is in custody of the U.S. Marshals Service for previous outstanding warrants, Secret Service spokesman Brian Leary said. […]
President Obama, unpaid bills and the curious editing of the White House transcript
President Obama, some unpaid bills and a curiously “inaudible” section of the White House recording of a speech — that’s how all good stories start, right? While at a Democratic National Committee fundraiser in Chicago, Obama cracked a joke about the “unpaid bills” at his home. The joke was reported by the White House Press […]
Secrecy shrouds how the Obamas cook their chicken wings

Now it seems the Obamas are tight-lipped even about their eating habits.

Congress

Justin Amash envisions a libertarian Congress

Rep. Justin Amash, the libertarian congressman from Michigan, knows that Congress is far from libertarian. But someday, he thinks that might change.

Rand Paul: The GOP's image ‘sucks’

Rand Paul didn’t mince words about the GOP.

Small college's students thrown into 2014 election

Young people tend not to engage much in the humdrum local politics that go into midterm elections. But what if it’s happening literally in their own backyard?

GOP senator: 'Sorry the government's so f***ed'

Sen. Lindsey Graham (R-S.C.) made some self-deprecating jokes and colorful remarks about the state of the government during a recent private gathering, per a recording provided to CNN by South Carolina Democrats.

Top lawmaker's Ebola claim

A leading House Republican says he is aware of information that points to the United States eventually receiving non-U.S. Ebola patients for treatment.