Mountain Dew introduces a breakfast drink - New York News

Mountain Dew introduces a breakfast drink

Posted: Updated:
Courtesy: Facebook.com/mountaindew Courtesy: Facebook.com/mountaindew

NEW YORK (AP) -- If you don't like coffee or tea, Mountain Dew has a new breakfast drink that might perk you up.

PepsiCo Inc. is rolling out a new drink called Kickstart this month that has Mountain Dew flavor but is made with 5 percent juice and Vitamins B and C, along with an extra jolt of caffeine.

The company, based in Purchase, N.Y., is hoping to boost sales by reaching Mountain Dew fans at a new time of day: morning.

PepsiCo said it doesn't consider Kickstart to be an energy drink, noting that it still has far less caffeine than drinks like Monster and Red Bull and none of the mysterious ingredients that have raised concerns among lawmakers and consumer advocates.

But Kickstart, which comes in flavors such as "energizing orange citrus" and "energizing fruit punch," could nevertheless give the company a side-door into the fast-growing energy drink market without getting tangled in any of its controversies.

It also comes in the same 16-ounce cans as popular energy drinks made by Monster Beverage Corp., which also offers options with juice content.

Simon Lowden, chief marketing officer for PepsiCo's Americas beverages, says the idea for Kickstart came about after the company learned through consumer research that Mountain Dew fans were looking for an alternative to traditional morning drinks such as coffee, tea and juice.

"They didn't really see anything that fit their needs," he said.

Lowden said Kickstart was developed independently from a Taco Bell breakfast drink introduced last year that combines Mountain Dew and orange juice.

With the growth of energy drinks such as Monster and Red Bull expected to slow, Kickstart could also signal the emergence of a new category that plays off the promise of energy and other health benefits, said John Sicher, publisher of the trade journal Beverage Digest.

In a nod to the growing concerns about sugary drinks, for example, Kickstart also uses artificial sweeteners to reduce its caloric content to about half that of regular soda; a can has 80 calories.

"It's a very interesting experiment capturing a number of attributes," Sicher said, likening it to Starbucks' Refreshers drinks, which promise "natural energy" from green coffee extract.

The promise of "energy" has been a big seller in the beverage industry in recent years, with the energy drink market increasing 17 percent in 2011 even as broader soft drink consumption has continued to decline, according to Beverage Digest. PepsiCo and the Coca-Cola Co. have largely watched that growth from the sidelines, however, with players such as Monster Beverage and Red Bull dominating the market.

But the surging popularity of energy drinks has also led to sharper scrutiny. This summer, New York's attorney general launched an investigation into the marketing prices of energy drink makers including Monster and PepsiCo, which also makes Amp. Lawmakers and consumer advocacy groups have also called on the Food and Drug Administration to investigate the safety of the high levels of caffeine in energy drinks for younger people.

Although Kickstart may look like an energy drink, it has far less caffeine, at 92 milligrams for a 16-ounce can. A comparable amount of regular Mountain Dew would have 72 milligrams of caffeine while a can of PepsiCo's Amp energy drink has 142 milligrams, according to the Center for Science in the Public Interest.

By comparison, a 16-ounce cup of Starbucks coffee has 330 milligrams of caffeine.

© 2013 The Associated Press modified.

  • Local NewsLocal NewsMore>>

  • Dwayne Johnson hosts 'Hercules' screening for NYC children

    Dwayne Johnson hosts 'Hercules' screening for NYC children

    Thursday, July 24 2014 10:30 PM EDT2014-07-25 02:30:48 GMT
    When he's not slaying three-headed beasts with his olive-wood club, Hercules carves out time for the little people. Dwayne "The Rock" Johnson treated fans from the Harlem Boys and Girls Club and Big Brothers Big Sisters NYC to an advance screening of his new film. I caught up with the larger-than-life action hero after the big surprise.
    When he's not slaying three-headed beasts with his olive-wood club, Hercules carves out time for the little people. Dwayne "The Rock" Johnson treated fans from the Harlem Boys and Girls Club and Big Brothers Big Sisters NYC to an advance screening of his new film. I caught up with the larger-than-life action hero after the big surprise.
  • The Big Idea

    Making New York City more energy efficient

    Making New York City more energy efficient

    Thursday, July 24 2014 10:20 PM EDT2014-07-25 02:20:19 GMT
    More than half the population of New York City rides public transportation to work. No other metropolis in this country even approaches that percentage or the MTA's total number of riders. For that reason, New York likely ranks as the most energy-efficient city in the nation. But what would it take to make the city even more energy-efficient or even self-sufficient?
    More than half the population of New York City rides public transportation to work. No other metropolis in this country even approaches that percentage or the MTA's total number of riders. For that reason, New York likely ranks as the most energy-efficient city in the nation. But what would it take to make the city even more energy-efficient or even self-sufficient?
  • Suffolk County jail warden is highest-paid muni worker in NY

    Suffolk County jail warden is highest-paid muni worker in NY

    Thursday, July 24 2014 6:48 PM EDT2014-07-24 22:48:14 GMT
    New York State NewsNew York State News
    The Empire Center for Public Policy reports 1,803 local government employees outside of New York City have been paid more than Gov. Andrew Cuomo's $179,000 salary in the past year. The report from the fiscally conservative group for the year ending March 31 shows 47 of the 50 highest-paid municipal employees working for police departments or sheriff's offices and each taking home more than $250,000.
    The Empire Center for Public Policy reports 1,803 local government employees outside of New York City have been paid more than Gov. Andrew Cuomo's $179,000 salary in the past year. The report from the fiscally conservative group for the year ending March 31 shows 47 of the 50 highest-paid municipal employees working for police departments or sheriff's offices and each taking home more than $250,000.
Powered by WorldNow
Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | Terms of Service | Ad Choices