Official Facts about Pepsi Throwback & Mountain Dew Throwback

Good News! As of March 2011, both Pepsi Throwback and Mountain Dew Throwback are permanent additions to the Pepsi lineup!

Listen to our NPR interview about Pepsi Throwback.

Keep reading below to learn more background information about Pepsi Throwback and Mountain Dew Throwback.

I just got off the phone with a media relations representative from Pepsi, where they answered many of the questions that you have asked in your comments regarding the Throwback beverages. Hopefully, we'll all learn something new!

Pepsi Throwback & Mountain Dew Throwback
(Source Images: Pepsi-Cola North America Beverages)

For those of you just joining us, I'll provide this official summary from Pepsi to get you up to speed:

"This spring, Pepsi and Mountain Dew are inviting consumers on a nostalgic trip back in time by offering special retro versions of these popular beverages."

"The Pepsi Throwback and Mountain Dew Throwback packaging feature a retro look and are sweetened with natural sugar, just as they were back in the '60s and '70s, to give consumers a taste of the past"

Depending on your perspectives, I've got some good news… and I have some bad news. But hopefully we'll be able to answer some of the most popular "fact vs. myth" inquires about Pepsi Throwback and Mountain Dew Throwback.

Pulling from the comments posted here on, as well as what I've been reading on Twitter and elsewhere, I put together some questions for Pepsi and they've been gracious enough to answer them. Nicole Bradley of Pepsi-Cola North America Beverages has provided the context for these answers. Here we go…

1. What will the packaging look like?

Let's get the bad news out of the way, shall we? Those of you who were excited about the retro bottle and label design mockups that we previously featured (see "Refreshingly Retro" ad here) are going to be disappointed. Remember how we noted that these designs mentioned "Visuals are directional only. Final executions may vary"? Ever wonder why these retro designs were not found in trademark filings? It's because they aren't going to be the ones used.

Pepsi Throwback
(Source: Pepsi-Cola North America Beverages)

Rather, both the bottles and cans will reflect the look that was originally discovered in the searches of the United States Patent and Trademark Office's Trademark Electronic Search System. The following images have been provided directly by PepsiCo. First, let's start with Pepsi.

Granted, these are obviously electronic representations of the final design, but from this we can denote that the bottle design uses the vertical 'swirl' pattern in the plastic, found on most new Pepsi products today. The 1940's Pepsi-Cola script logo is used to identify the product, seemingly "cut out" of the rest of the blue background by a baby blue shadow. The dark blue color seems to be on par with the same blue used in the Pepsi logo redesign.

Pepsi Throwback
(Source: Pepsi-Cola North America Beverages)

The logo is rotated vertically, so you have to turn your head to the left to read it. Below this logo is the word "Throwback", spelled in lowercase letters using the same font as is used in the Pepsi logo redesign. In smaller type, the phrase "made with natural sugar" can be found, emphasis on "natural sugar", also in lowercase.

The can design follows this same style… dark blue/baby blue, Pepsi-Cola script, sideways lettering, lowercase modern font from the logo redesign.

Mountain Dew Throwback
(Source Images: Pepsi-Cola North America Beverages)

Moving over to Mountain Dew, we're presented with the 'box' logo used throughout the 1970s/80s, oriented vertically, so you have to view it sideways. It might just be me, but it would also seem that the logo itself has been scrunched a bit when compared to the original version. It seems shorter and wider than previously used.

Mountain Dew Throwback
(Source Images: Pepsi-Cola North America Beverages)

This logo sits on a darker green background, with the phrase "Throwback" written below it in a light green color. Like the Pepsi Throwback bottle, the font used to spell "Throwback" appears to be the same as the one used in the Pepsi logo redesign. In smaller, white type, the phrase "made with natural sugar" sits below the "Throwback" callout. Like originally shown in the prototype mockup, the Dew bottle itself uses the vertical 'swirl' pattern in the plastic. The can design pretty much mimics the bottle design exactly… but it's on a can. Duh!

Now, personally, I'm disappointed with this design direction from Pepsi. It just doesn't seem as "retro" and executed as it could be. Frankly, the overall feel is quite bland. Not to mention that with all the other changes taking place with Pepsi products right now, this is sure to cause just a bit more confusion, especially when it comes to the Mountain Dew version. They aren't distinct enough to be their own thing, nor are they special enough to really warrant attention. Judging by all the comments, links, and Twitter mentions of Pepsi Throwback out there, what the fans want and what Pepsi has provided doesn't seem to match up designwise… especially after seeing the prototype images. But that's just my opinion, so take it as you will. Still, we're getting sugar-sweetened Pepsi, so that's something.

Let's move on to the good news!

2. What sizes will be available?

Per Pepsi, "20-oz. single-serve bottles and 12-pack cans." These are plastic bottles, not glass, for those who were wondering. It does not appear that 2-liter or other sizes will be available.

3. What are the official release dates for these products?

Per Pepsi, "Pepsi Throwback and Mountain Dew Throwback will be available nationwide for about 8 weeks beginning April 20". We previously reported a release window of April 20-June 13. Technically, 8 weeks would be June 15, but again, it says "about 8 weeks", plus you have product that will be on the shelves after the release dates. (Then again, if these prove popular, they might not be around that long!)

Mark Ficher of the Dayton Daily News wrote an article where he asked Pepsi, "what if consumer response is overwhelmingly positive? Might Pepsi change its mind about the limited-time offer?"

Their response? "We'll have to see."

4. What type of sugar will be used in Pepsi/Mountain Dew Throwback?

Now, this is the big question. I've seen mention of "pure cane sugar" being thrown around the 'net in regards to the Throwback lineup. However, the prototype artwork noted just "Made with real sugar", while the official images we see above note "Made with natural sugar".

First, a little education. There are basically two types of sugar that could be used. Cane sugar, which is sourced from sugarcane that is grown above the ground. Then there is beet sugar, which is pulled from beets grown underground.

There is often much debate over which is preferred, but the markets as of late have positioned cane sugar as the more "sought after" product, with beet sugar being the cheaper of the two to produce. Note how many beverages have blatantly advertised that they use cane sugar (see Jones Soda and Boylan, to name a few). Whether one can actually tell the difference is something that is up to you. I'm not a food scientist!

Nevertheless, back to Pepsi Throwback and Mountain Dew Throwback. Per Pepsi, these beverages are "sweetened with natural sugar, a blend of cane sugar and beet sugar." So there's your answer!

5. Are these beverages Kosher? Are they the same as the Kosher for Passover versions of Pepsi?

We had previously speculated that since Pepsi Throwback was arriving at around the same time as Kosher for Passover Pepsi, that maybe they were the same product… just rebranded.

However, per Pepsi, "neither product will be Kosher. The Throwback formulations are not the same as the formulas used for the Kosher beverages." So there you have it. They aren't the same as their Kosher brethren.

6. What prompted the rollout of Pepsi/Mountain Dew Throwback?

Here's the official press release spin on the purpose of the Throwback line: "'As we revamp our brand with our 'refresh everything' campaign, we want to give a nod to the fun things of the past," said Anamaria Irazabal, director of marketing, Pepsi-Cola North America Beverages. "For some, it will be a trip down memory lane but for others, it will be a chance to experience a new twist on their favorite brands'."

When I followed up regarding the removal of high fructose corn syrup (HFCS) and the current debate over the use of that sweetener, Pepsi replied that "these products were not created because of any health concerns. There is a lot of misinformation circulating about HFCS, but the truth is that it's made from corn and contains no artificial or synthetic ingredients or color additives. HFCS is essentially the same as table sugar and is metabolized the same."

They also noted that "sugar is used in the Throwback offerings because we wanted to be true to the time these products represent. In the '60s and '70s, sugar was the sweetener used in our soft drinks."

So there you have it, BevReview fans. Some more information regarding the highly-anticipated Pepsi Throwback and Mountain Dew Throwback. Keep those questions and comments coming, and thanks for mentioning our coverage here-and-there. We sure appreciate it! Thanks again to Nicole Bradley at Pepsi for helping us track down some answers.


  1. Love my Pepsi Throwback!!!!!

  2. This former Coke drinker is actually buying Pepsi throwback, Mountain Dew throwback and Dr. Pepper with sugar only. I would not have believed it.

  3. Just tried the 'new' Pepsi TB – GREAT!!!!! I'd quit drinking the stuff years ago as the taste was …..weird. I found coke to have the same 'weird' taste as well. I put it all onto the plastic bottles used. Turns out it was the sugar. Whodathunkit?

  4. Throwback, taste like soda should. I quit drinking any type of soda years ago. I tried a throwback a couple months ago, on a whim. Wow now I need to cut back I love TB dew. If we drink any soda in the house it is only TB. Please keep it around.

  5. The beet sugar being used is generally Genetically Modified and that is probably why they didnt specify on the packaging. It is producing physical mutations and sterilizations in lab animals and they are sneaking genetically modified soy, sugar, corn syrup and more into our food supply and they dont care and they havent conducted much actual research on the safety of the Frankenstein foods that they ae creating in labs and then feeding us. Any time the information listed is vague I have reason to believe they dont want us to know what they are actually using. Research genetically modified foods and start buying organic, or at least products that dont use chemical sugars and genetically modified ingredients. DANGER DANGER

  6. I'm disappointed that Pepsi Throwback is for a limited time offer. I enjoyed it as a child and it really brought back memories. I have an allergy to aspartame and its partners. Anything that is a fill-in for sugar ie: sweet-n-low, sacharn, equal etc. I cannot have and I believe that there are other people as well with the same or similar allergy.
    I am a firm believer that you should keep Pepsi Throwback on the market and get rid of the other stuff.

  7. I bought some Mexican Coke the other day because I want that classic cane sugar taste instead of the High fructose crap being used in American Sodas as of late. NOW I read that Pepsi Throwback has real sugar and it is supporting American Jobs… I can have the best of both worlds. Pepsi Throwback just became my drink of choice!!!!!

  8. hal tulley says:

    I love the pepsi throwback as does my family – 25 members in all.

    What a great idea! Keep it coming.

  9. "The logo is rotated vertically, so you have to turn your head to the left to read it. "

    i dont have to do that. i'm not retarded. i can read it just fine

  10. Did Pepsi Throwback recently change formula???
    I switched to pepsi and mtn dew throwback in '09 but the most recent cases of pepsi TB i bought both left an aftertaste — tasted a bit like diet pepsi. Has anyone else noticed this recently?
    Maybe I got a bad batch — or maybe it's a regional change? (I'm in the Chicago area)

  11. I don't believe the sugar is beet or cane. I believe it's corn. Corn sugar is also considered natural sugar. They need to disclose the type or source of the sugar, as many people are allergic to corn and need to know this detail.

  12. A previous writer was correct. Beet sugar can be GE or a GMO. Until it is clarified that the sugar is cane sugar, TB will remain on our "Not Recommended" list. If the sugar is beet sugar and has been GE'd, we have all been duped by Pepsi.
    American Institute of Weights and Measures.

  13. One more issue. The HFCS industry is trying to rename HFCS to corn sugar. Corn sugar can be genetically engineered. Watch out. Our research shows that only cane sugar is natural and is not a GMO.

  14. G. Jablonski says:

    Through Back Pepsi has brought me back to my childhood. Summer time running to the store and buying a tall cold 16 oz Pepsi. That was one joy you could have in the hot city. High fructose came and I noticed the difference. Now in my middle age I look forward to reliving those memories enjoying another cold Pepsi.

  15. Michael Heslerq says:

    Mountain Dew throwback taste much better than regular. I hope you don't stop making it cuz I can't go back to regular Mountain Dew.


  1. [...] #2: OFFICIAL bottle designs & labels and Facts/Questions/Answers for both Pepsi Throwback and Mountain Dew [...]

  2. [...] #2: OFFICIAL bottle designs & labels and Facts/Questions/Answers for both Pepsi Throwback and Mountain Dew [...]

  3. BevBoard says:

    Pepsi Throwback and Mountain Dew Throwback…

    Hey guys… I just got off the phone with a PR rep from Pepsi. I sent them an e-mail with some questions I had about the Throwback drinks (along with questions that I had seen posted on BevReview). ……

  4. [...] we've been talking quite a bit about the upcoming April rollout of Pepsi Throwback and Mountain Dew Throwback, it appears another beverage from Pepsi may be of interest: Pepsi [...]

  5. [...] Pepsi Natural via a press release on March 5. They also officially confirmed the existence of Pepsi Throwback and Mountain Dew Throwback, both of which are limited-edition products arriving on April 20. Here's [...]

  6. [...] Kyle Bulai 4.10 '09 with some info via BevReview [...]

  7. [...] originally taking a look at the trademark filings for the new drink (along with its sibling, Mountain Dew Throwback). It wasn't long thereafter that prototype bottle designs were released to the 'net, gaining [...]

  8. [...] to, Pepsi is looking to cash in on consumer nostalgia for the days when soda was sweetened with sugar [...]

  9. [...] folks at Pepsi eventually got in touch with us to answer our questions about the new drink, including confirming the final artwork design (different from the prototypes), sugar composition [...]

  10. [...] Official Facts about Pepsi Throwback & Mountain Dew Throwback (February 26) [...]

  11. [...] 23, 2009 at 8:38 am · Filed under Uncategorized If Mountain Dew can do a throwback, than so can [...]

  12. [...] Pepsi Throwback info Check out how many Pepsis there have been Some good [...]

  13. [...] retro inspired designs appropriately named the Pepsi Throwback and Mountain Dew Throwback brings much needed life back into the stale brands this [...]

  14. [...] straight from a high fructose corn syrup ad, see Pepsi's evasive response regarding their decision to release a product made with real sugar rather than HFCS: These products [...]

  15. [...] I often have discussions who want high returns with no risk, which is kind of like wanting to lose weight by sitting on the couch watching a 24 marathon while eating Krispy Kreme donuts and drinking Pepsi Throwback. [...]

  16. [...] and Mountain Dew throwbacks actually stonger than their recent, well publicised redesigns? Click HERE for more info or visit my previous post on this subject [...]

  17. [...] Pepsi went way back.  Really, way back.  To the old style of logo type and a single color pallet.  Hummm was this because your new logo isn't that great?  Anyways. coke on the other hand same thing, one color pallet.  In terms of which one color layout is more successful its a hands down winner to coke.  Not only did they incorporate the wonderful iconic view of summer but the also used the lovely Coca-Cola type treatment into the scenes.  Brilliant! Coke image from of "The Die Line"  Pepsi image from of "Beverage Review "  [...]

  18. [...] articles for you: Bev Spotlight The Sugar Association praises [...]

  19. [...] In Beverages, Event Planning, Opinion on June 8, 2009 at 4:19 pm Diet tip: Mountain Dew Throwback tastes just like [...]

  20. [...] out a while back (and has since been discontinued)? It (and its cousin, Mountain Dew Throwback) are sweetened with sugar, not HFCS. Of course, these are speciality releases and account for a percentage approaching zero [...]

  21. [...] the "real sugar" being used in Sierra Mist Natural is a combination of cane & beet sugars, as Pepsi has confirmed in the past with their Throwback products. If it wasn't, such as featuring the more-pricy cane sugar [...]

  22. [...] the same as it always has been, using the denoted reference to "real sugar" (which is actually a combination of cane and beet sugars). The Mountain Dew mix is the same that was introduced during the 2nd Wave (December 2009) and used [...]

  23. [...] out a while back (and has since been discontinued)? It (and its cousin, Mountain Dew Throwback) are sweetened with sugar, not HFCS. Of course, these are speciality releases and account for a percentage approaching zero [...]

  24. [...] Official Facts about Pepsi Throwback & Mountain Dew Throwback (February 26, 2009) [...]

  25. [...] Pepsi has release what it calls "throwback" products which claims to use real sugar. Beverage Review, however, reveals that it is not made of pure cane [...]

  26. […] from your company’s past that could be made into something new again. Good examples of this are Pepsi’s “throwback” campaign where they had old soda can designs and used real sugar instead of sucralose, a sugar […]

Speak Your Mind