Can Mountain Dew break into breakfast?

Pepsi wants consumers to start their day with a new drink that mixes caffeine and vitamins -- oh, and some juice.

By Aimee Picchi Feb 11, 2013 11:34AM

Actor Norbert Torok rehearses as the crew watches during the filming of a commercial for a new PepsiCo product called Kickstart, on the streets of downtown Los Angeles on Jan. 29, 2013 (Reed Saxon/AP)
 Mountain Dew is hoping to become part of your morning routine. 


The PepsiCo (PEP) brand is introducing a new drink called Kickstart, a "sparkling juice beverage" with Mountain Dew flavor that contains caffeine, vitamins B and C, and, oh yes, some actual juice. 


The idea behind the drink is to reach out to people who don't like coffee or tea in the morning, but who want a little extra buzz beyond what can be found in juice. 


Mountain Dew drinkers "didn't really see anything that fit their needs" among the current breakfast drink choices, Simon Lowden, the chief marketing officer for PepsiCo's Americas beverages, told the Associated Press


But it's unclear whether Kickstart can find a niche among its target audience. For starters, 18- to 24-year-olds are increasingly choosing to drink coffee, rather than caffeinated sodas, according to new survey data from NPD Group.


And while PepsiCo said it doesn't consider Kickstart to be an energy drink, the company might find itself wading into a controversy over the safety of the caffeine-laden beverages. One of those, 5-Hour Energy, has drawn the attention of the Food and Drug Administration after being linked to deaths and serious injuries such as heart attacks. 


For its part, Pepsi maintains that Kickstart isn't an energy drink, and contains less caffeine than drinks such as Monster. Nevertheless, it's clearly aiming to connect to the audience of energy drink fans: young, active consumers. 


The company is pitching the drink as fuel for people "catching the first waves at sunrise, managing bumper-to-bumper traffic on the way to the office or hitting fresh powder on the slopes at first light."


It's not the first Pepsi product targeted for breakfast. Remember Pepsi A.M.? The soda included 28% more caffeine per ounce than the original soda. After failing to generate consumer buzz, it was discontinued in 1990, just a year after it was introduced. 


Kickstart will hit shelves on Feb. 25. 


--Aimee Picchi owns shares of PepsiCo, but has not traded in the stock for at least 12 months.


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47Comments
Feb 11, 2013 12:00PM
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Wait! They already have a breakfast drink. It's called Mountain Dew!
Feb 11, 2013 12:39PM
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if they want me to drink it for breakfast I'm going to need to know how well it mixes with vodka.
Feb 11, 2013 12:19PM
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Whats wrong with just shotgunning a regular mountain dew?
Feb 11, 2013 12:10PM
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It might catch on.  For years, I've been spiking my morning orange juice with Diet Mountain Dew.  I'm just not a coffee drinker.
Feb 11, 2013 12:20PM
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I love Mt Dew in the morning with some OJ. Can't stand coffee.
Feb 11, 2013 12:32PM
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"28% more caffeine per ounce" is the same as 28% per can or 28% per gallon.

Just say "28%"
Feb 11, 2013 12:54PM
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Target audience 18-24? Not likely. More like 13-18.
Feb 11, 2013 12:58PM
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I predict diabetes in the future for all you morons!
Feb 11, 2013 1:03PM
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MTN DEW uploaded a photo this morning with the two different flavors:

"Orange Citris" and "Fruit Punch"

 

I'm going for Orange Citris, IMO..

Feb 11, 2013 1:45PM
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just more hype and garbage food/drinkzz.
Feb 11, 2013 3:23PM
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nothing good about soft drinks at all these days, too much sugar, salt caffeine, aspartame and phosphates, none of which are good things to consume in quantity. One sixteen ounce drink contains more than a daily dose of any of these ingredients, so I really would'nt recommend any of them!!!
Feb 11, 2013 1:40PM
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 Used to love the stuff, but found out it's made of toxic chemicals...

http://abcnews.go.com/blogs/health/2011/12/15/flame-retardant-in-your-mountain-dew-yep/
Feb 11, 2013 12:46PM
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Then they will try to use..Kickstart My Heart ..by Motley Crue..for a commercial..
Feb 11, 2013 4:56PM
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Target audience 18 to 24?  I'm 46 years old and I had a Mt. Dew for breakfast this morning! Regular, not diet!  And no, I am not an overweight soda drinker. 
Feb 11, 2013 1:05PM
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I used to mix my Diet Dew with OJ in the morning so my kids wouldn't know I was drinking "pop" for breakfast!  It's darned good!  Too funny!  I'd buy it if it comes in a diet version!  I also never learned to like coffee.

Feb 11, 2013 6:16PM
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I used to drink a ton of this stuff when I was younger. It's not as good as it used to be, but I don't thiink I would drink it for breakfast. On the other hand, I used to drink Coke with my white donuts in the morning.
Feb 11, 2013 8:22PM
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And that's how you got all those toothless redneck Repukelican imbeciles!
Feb 12, 2013 9:02AM
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I'm watching for the sugar in the drink not the caffeine  Mtn Dew already rots all the teeth out of the Appalacian peoples teeth out of their heads by age 17.  What a concept!!
Feb 11, 2013 7:04PM
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