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.
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.
More on moneyNOW
Just say "28%"
MTN DEW uploaded a photo this morning with the two different flavors:
"Orange Citris" and "Fruit Punch"
I'm going for Orange Citris, IMO..
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.
Copyright © 2013 Microsoft. All rights reserved.
Quotes are real-time for NASDAQ, NYSE and AMEX. See delay times for other exchanges.
Fundamental company data and historical chart data provided by Thomson Reuters (click for restrictions). Real-time quotes provided by BATS Exchange. Real-time index quotes and delayed quotes supplied by Interactive Data Real-Time Services. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by SIX Financial Information.
Tired of constantly dying batteries, she came up with a device that could revolutionize energy storage -- and won $50,000 from Intel.
- Detroit in hot water over proposal to sell art
- Sears spirals toward oblivion
- Why aren't heads rolling at the IRS?
- Do we pay attention to roads and bridges now?
- Yahoo may be going after Hulu
- Apple's first computer could fetch $450,000
- AT&T adds sneaky fee onto its wireless bills
- Soaring ER use adds more pain to health costs
- Netflix gets 'Arrested Development' stars cheap
[BRIEFING.COM] Stocks entered the weekend on a mixed note as the S&P 500 shed 0.1% while the Dow ended with a gain of 0.1%.
The major averages began the day on a lower note as nine of ten sectors saw losses of more than 0.5%.
The consumer staples sector was the lone exception as the group spent the entire day in positive territory thanks to the relative strength of Dow component Procter & Gamble (PG 81.89, +3.19). The second-largest staple stock advanced ... More
More Market News
Try as the bears might, they couldn't break US stocks. But investors still face frothy prices and considerable headwinds.