Beverage News / Juice & Juice Drinks

PepsiCo takes Mountain Dew Kickstart from day to night

New flavors target nighttime drinking occasion

Kickstart nighttimePepsiCo, Purchase, N.Y., added two flavors to its Kickstart by Mountain Dew portfolio in order to target a new drinking occasion.

Targeting the nighttime drinking occasion, the brand launched Mtn Dew Kickstart Black Cherry and Mtn Dew Kickstart Limeade. Black Cherry and Limeade contain 5 percent fruit juice, 92 mg of caffeine, plus electrolytes for taste.

"Mtn Dew Kickstart Black Cherry and Mtn Dew Kickstart Limeade give you just the right amount of kick to get you ready for anything the night brings your way," said Greg Lyons, vice president of marketing at Mountain Dew, in a statement. "Whether it's an epic road trip, a winner-take-all gaming tourney, or a standing-room-only concert, Mtn Dew Kickstart packs 16 ounces of energizing refreshment so you and your buddies can start the night right."    

Originally developed for the morning drinking occasion, Mountain Dew Kickstart launched in Orange Citrus and Fruit Punch flavors with 5 percent fruit juice and 92 mg of caffeine in each 16-ounce can. Since the launch of the products last year, retail sales for the brand have surpassed $150 million, the company says.

Coinciding with the launch of the new flavors, five Mtn Dew Kickstart "Night Machines" are hitting the street across the United States to give fans an opportunity to taste the new flavors.

For more information, visit www.mtndewkickstart.com or www.facebook.com/mountaindew.

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