Mountain Dew is looking to expand their customer base a bit–or at least make more sales to the fanbase they already have–by bringing breakfast into the mix.
It may not be a vitamin-packed smoothie, but the company says their new drink, Kickstart, does contain vitamins B and C and has a burst of caffeine to get you going when you have a severe case of the Mondays. It also contains 5% fruit juice and comes in different flavors, like fruit punch and orange citrus. But it won’t pack on the calories like some “energy drinks” do; instead, it includes artificial sweeteners to bring that number down to about half those found in a can of soda.
But the company doesn’t want to rely too much on the “energy” premise, as many super-charged energy drinks have garnered negative attention in recent months due to alleged deaths and health issues. Instead, Kickstart falls somewhere between a regular can of soda and an energy drink with 92 milligrams of caffeine for a 16-ounce can. A similar amount of Mountain Dew has 72 milligrams, and Amp Energy Drink contains 142 milligrams.
The company wants to draw in a core audience of 18-24 year olds with the drink in an effort to win them over despite a growing love of coffee in that age group.