Breakfast soda by Mountain Dew boasts juice -- and a kick
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
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. 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.
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