Let it never be said that Pepsi isn’t willing to go back to the well and try an idea for a second or third time. For example, once upon a time, Pepsi had a breakfast soda that was a terrible idea. The drink itself was a disaster, it didn’t sell well, blah blah blah. That was then; this is now. PepsiCo is going to be launching a breakfast edition of Mountain Drew. Mountain Dew Kickstart promises to be just the kind of serious caffeinated juice drink people these days are lining up for, or so Pepsi believes.
“They didn’t really see anything that fit their needs,” says Simon Lowden, a chief marketing officer at PepsiCo Americas, of the group’s extreme afficionados.
Kickstart is made with delicious Mountain Dew flavor, but there’s a twist. The “juice drink” phrase means that the Kickstart formula is made with 5 percent juice. In addition to the juice, the drink will contain Vitamins B and C, as well as a serious jolt of caffeine. We’re talking more than a standard Mountain Drew, but less than, say, an energy drink would typically have. Kickstart will come in two flavors at launch: energizing orange citrus and energizing fruit punch.
Finally, a soda you can drink while skateboarding your way into work!
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