Lowden said Kickstart was developed independently from a Taco Bell breakfast drink introduced last year that combines Mountain Dew and orange juice. "They didn't really see anything that fit their needs," he said. 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. It also comes in the same 16-ounce cans as popular energy drinks made by Monster Beverage Corp., which also offers options with juice content. 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 among lawmakers and consumer advocates.īut Kickstart, which comes in flavours 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. The company, based in Purchase, New York, is hoping to boost sales by reaching Mountain Dew fans at a new time of day: morning. is rolling out a new drink called Kickstart this month that has Mountain Dew flavour but is made with 5 per cent juice and Vitamins B and C, along with an extra jolt of caffeine. IF you don't like coffee or tea, Mountain Dew has a new breakfast drink that might perk you up.
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