Review: Diet Mtn Dew Ultra Violet
Aug 10th, 2009 by Steve
Back in April, we were searching the U.S. Patent and Trademark Office database, looking for mentions of new beverages that might be appearing.
At the time, we came across the following listings:
Diet Mtn Dew White Flash and/or Diet Mtn Dew Ultra Violet?
(Name Source: US Patent and Trademark Office)
Diet Mtn Dew White Flash
Filing Date: December 2, 2008
Published for Opposition: February 24, 2009
Diet Mtn Dew Ultra Violet
Filing Date: December 2, 2008
Published for Opposition: March 3, 2009
Since that time, while White Flash seems to have been a dead end, Diet Mtn Dew Ultra Violet actually became a reality. In the months since that finding, we've tracked the development of this drink, from sightings to package designs to official confirmation. That came on August 5 when PepsiCo issued a press release confirming what we discovered back in April. Every now and then, it's fun to get stuff like this right!
That said, yes, Diet Mtn Dew Ultra Violet has arrived. It's a limited edition flavor extension for Diet Dew, the first "shorttermer" for the brand. Available for 10 weeks, from August 10-October 19, it's available in 20 oz. bottles and 12 oz cans (in both 8- and 12-Pack packaging).
We've seen a lot of Dew flavor extensions in recent years, but this is the first that's just a diet flavor… there's no regular version. Why would the folks at Mountain Dew go that route?
It's no secret that Pepsi's been having a rough go in the marketplace these past couple of years. That's part of the reason they went through a massive rebranding campaign that kicked off last year… including their new logo. Has it worked? Well, the Tropicana redesign was scrapped and reverted back to the pre-redesign look. Gatorade's "G" campaign hasn't really done anything to help sales (The Wall Street Journal reported that "Volume sales of Gatorade for the first six months of this year dropped 17.5%, and market share slipped 4.5%, to about 75% of the sports-drink market."). Mountain Dew rebranded as Mtn Dew, even though the new Mountain Dew Voltage flavor stuck with the old look. Pepsi generated a lot of positive buzz with Pepsi Throwback and Mountain Dew Throwback, only to botch the marketing of those drinks with horrible package design (something they look at fixing in December, but talk about a missed opportunity). Oh, and they fired their head marketing guy.
Which leads us back to Diet Mountain Dew. Despite the fact that things look less than positive for the beverage company, Diet Mountain Dew was the #9 top selling soft drink last year, and among just 2 products in the top 10 that saw growth year-to-year (Diet Dr. Pepper was the other, per Beverage Digest). Thus, it makes sense that PepsiCo should try to grow this brand a little. After all, while there seems to be a zillion regular Dew spinoffs out there, there's only Diet Dew, Caffeine Free Diet Dew, and Diet Dew Code Red for those looking for something with no calories. With this context, it makes sense that Pepsi would start experimenting with diet-only extensions of their Dew brand.
Diet Mountain Dew Ultra Violet — or Diet Mtn Dew UltraViolet, depending on which press release you read in regards to the spelling — comes to us featuring the new "Mtn Dew" logo spelling. The labeling is shiny, with a silver and light purple color scheme embedded in a design that seems like sharp shards of glass/ice in the background. Emphasis on the label is placed on the phrase "Zero Calorie Dew", while the flavor of Ultra Violet is explained as a "Flash of Natural and Artificial Mixed Berry Flavor."
The drink itself is colored light purple, unlike any Dew flavor I've seen before. I can see how the color would be attractive to a female market, though the label design is rather edgy with the revised "Mtn Dew" look. Upon opening the bottle, you are greeted with the standard sweet scent associated with some of the recent Mountain Dew spinoffs… see Voltage, Revolution, Supernova, Alliance Blue, and Horde Red/Game Fuel. You know the smell I'm talking about? The one that has a somewhat berry/cherry element to it, yet hints at way too much syrup? Yeah, that one!
So what does Diet Ultra Violet taste like? To be honest, I found a lot of similarities with the now-defunct DEWmocracy flavor, Mountain Dew Revolution. Sure, the beverage is purple and not light blue like Revolution, but the flavor profiles were close. It's a light berry flavor, not as over-the-top and sweet as the DEWmocracy-winning Voltage drink. It's actually pretty good, and I must admit that I preferred Revolution to Voltage in the DEWmocracy voting, so it was nice to see a bit of that flavor return.
That said, this is a diet drink, after all, so you are expecting that diet aftertaste… and unfortunately, there is no escape from that! Diet Mountain Dew Ultra Violet is sweetened with a combination of aspartame and acesulfame potassium (Ace-K). This is where I include my classic BevReview disclaimer that I'm not a fan of diet drinks, so take my thoughts with a grain of salt. That said, Ultra Violet was more than tolerable in this area, which surprised me quite a bit. The decent flavor profile and tolerable aftertaste leads me to believe that this flavor could have longer legs than the limited edition it was launched into. If nothing else, it provides a good bit of variety in the Diet Dew offerings, which as we've previously discussed, is sorely needed.
Diet Mtn Dew Ultra Violet
Carbonated water, citric acid, natural and artificial flavor, potassium benzoate (preserves freshness), potassium citrate, aspartame, pectin, caffeine, gum arabic, acesulfame potassium, brominated vegetable oil, Red 40, Blue 1
This is diet, thus there are 0 calories. In fact, the folks at Pepsi want you to remember that. Over on their Product Facts website, they note that "Diet Mountain Dew Ultra Violet combines the light citrus flavor of Diet Mountain Dew with a refreshing juicy flash of mixed berries without the calories." Sounds tasty when they put it that way, doesn't it?
A 20 oz. bottle contains 0 g of fat, 50 mg. of sodium, and 0 g of carbs. Diet Mtn Dew Ultra Violet breaks down to 4.5 mg/oz of caffeine, the same as original Mountain Dew.
Overall, Diet Mountain Dew Ultra Violet is a rather tasty entry in the Diet Mtn Dew cannon of flavors, hinting strongly at the retired Revolution flavor. The aftertaste is surprisingly tolerable and a good tradeoff for those looking for a zero calorie beverage that still has that caffeine kick associated with Dew.
Diet Mtn Dew White Flash / Diet Mtn Dew Ultra Violet…
Would you believe that I started this thread all the way back in April based on a trademark search? How far we've come
I was able to track down some Ultra Violet today (by the way, what's the o……
I almost bought the bottle i saw today, but im not a fan of "Diet" soft drinks.
A one word review of Mtn Dew Ultra Violet, from a loyal diet soft drink consumer (me):
Delicious!
One of my complaints is that Mt. Dew has a lot of reular flavors that doesn't come in diet. This makes up for that!!!! It's delicious and purple is my favorite color. What could be better??!!! It needs to be a permanent addition to the lineup.
As a diet dew girl, I was pleased to see diet dewers finally have a fun new flavor to enjoy! Though, when I tried it this morning I was a little disappointed. The drink reminds me strongly of flinstone vitamins. This may be appetizing to some, but it's not a good one for me. I'd like to see Voltage in a diet drink, as I found it very tasty. I do appreciate the effort on Pepsi's part to acknowledge the diet dew market and hope they continue to offer more flavors.
so glad that pepsi is hitting the diet drinkers, just like the other posters said. and i do love the UV!
I really liked the look for the mountain dew throwback in fact i like dit better than the new one!
Found the UV on a trip to WNY this weekend, liked it so much
I bought 4 – 12packs to take home. Have not seen it here in
MA yet.
This stuff tastes so good. It reminds me of berry muffins. It also reminds me of the blue Poweraid Zero, but without the mouthdrying/healthy sort of effect. This stuff was wonderfully un-salty after having a Diet Pepsi. I hope Pepsi makes this lovely flavor perminent.
Love the taste, color and name! Don't mind that it is diet…in fact I don't feel bad about splurging on a soda with this. I just don't drink a lot of soda, so it's like a guilt-free treat.
Has anyone noticed the totally awesome blue foam head? I poured my UV diet over ice today and was totally floored when the fizz-foam head turned a gorgeous TURQUOISE! Wonder if it's something in my ice that reacts with the soda? will have to try it again — just had to put that out there, though. Try it. The taste is wonderful.
No offense, but you are imagining an aftertaste in diet drinks. aspartame and ace-k are used because they have very little or no aftertaste. Why is it all you diet drink haters imagine this horrible aftertaste in diet drinks? The days of saccharin in soft drinks have been over for 20 years, so why do you continue to insist there is an aftertaste when THERE IS NONE?
It's all in your head.
That said. DMDUV is a great new diet drink. Probably the best diet soda I've ever tasted. Ignore the comments about aftertaste. THey are obviously from someone who tasted diet drinks once in the 70's and has revisited them rarely since.
when i saw the purple spin-off i was reminded of the soda i miss, the soda i love – sprite berryclear remix. so i tried it and it really is comparable! it makes me very happy! one million stars!
I love it , it is like having a bag of Skittles without the sugar! I have been drinking Dt. Dew for many many years and a new diet flavor is awesome!
Awesome, I wish they'd bring back Diet Code Red
Umm……Diet Code Red is still here. I think this new Diet Mt. Dew UV is awesome and I hope the sales of it makes it a permenant mainstay for Dt. Mt. Dew drinkers. I use to love the reg. Diet Mt. Dew til they changed the flavor a year or two ago and been drinking Diet Code Red since then so something different is great. The gas stations I been to, have problems keeping this stocked up. I want to see this UV to stay!!
I love the new mountain dew uv. I hope you keep this on your list of diet drinks. Code red was my favorite but this uv is so good. Please listen to these reviews and continue making it.
Love the stuff. And the review that said this tasted like Revolution is right… it does come close. And furthermore, FWIW, I was also one of the people who thought that Revolution was a FAR better drink than Voltage.
I just tried diet mtn dew ultra violet tonight and I have to say that this one is a winner. Pepsi needs to make sure that this one stays in the line up. To me this is one of the best diet sodas I have ever tasted. It has the revolution/game fuel flavor which if I had to describe would be sort of like a melted slurpee. I plan on calling pepsi to comment on this great tasting diet soda.
FYI Something very interesting that i have noticed about this particular beverage, is that it changes color. This is ONLY noticable if you pour it into a glass/cup.
I purchased a 12 pack of these and since i enjoy my soda cold i filled a glass with ice, and filled the rest of the glass with the dew. To my surprise the fizzy bubbles changed to a green and then to a blue color.
I don't know if this is an intended effect or just a fun side effect, but it ups my enjoyment of the beverage.
I just tried this and I really like it!
What threw me for a loop was the color changing fizz! Talk about a surprise! I hope PepsiCo keeps this Diet Dew around for longer than the promo period. There are very few good diet drinks out there, and Dew has needed a freshening up in that line for a long time! This might actually serve to bring me back to being a Pepsi product drinker! Time will tell…
YEP, it's good stuff! I was addicted to basic (green) diet Mountain Dew, but I gave it up about a year ago out of boredom. Instead, I drank a lot of Berry flavored, Zero Carb Rockstar (which, by the way is pretty tasty and full of all sorts of good stuff like yerba mate which provides a great focused buzz). The problem with berry Rockstar is that it's $2.50 a can. So I gave that up, but I still wanted a berry soda.
I couldn't find a carb-free berry soda for a year… And then came Ultra Violet! I think it tastes refreshing, sorta like a berry lemonade. And you get the strong Mountain Dew buzz without the calories. Yum!
The only prob I have with Mountain Dew, generally, is the use of Brominated Vegetable Oil in the sodas. All Dews have it, and it can give you the runs. Any chance we could drop it?
It was about 9 PM at Target when I first saw this flavor. I begged my mom to let me get a bottle (new flavor, cool color, AND diet?! must try!) and promised not to drink it till the morning.
Well, I broke that promise and had a sip when I got home. Then a gulp, then a chug, then an empty bottle. DELICIOUS!
I was so happy to find such a delectable soda that I told all my friends about it and buy whenever the opportunity presents itself. I just finished sipping a can, actually.
Bottom Line: AWESOME DRINK! I hope they make it a regular flavor, not just limited edition.
I just found the UV at a local store in Loganville, GA, that stuff is AWESOME, hope they begin to sell it all the time!
I love the regular Diet Mtn Dew so I was so excited to see a new DIET flavor. I tried this Diet Mtn Dew Ultra Violet and it burned my throat going down. I thought that it was just the fizz but after 30 minutes, my entire throat was inflamed. I only drank half the bottle. It has been two days and it still feels like I am swallowing razor blades. I went to the dr's and thinking maybe a cold but I have no infections, ears, nose and everything is fine. He said that it is just my throat that is terribly inflamed. He said not to drink it anymore and that I have to just ride it out but I have to go back in two weeks.
Hey Steve!
Haven't heard from you since your comment on HalloweenAddict.com last year here:
http://halloweenaddict.com/2008/10/quest-for-mountain-dew-pitch-black-tale.html
Sooooo I stumbled on Diet Mtn Dew Ultra Violet the other day and I'm drinking it now as I write this.
I can't tell if it's close to Pitch Black or not.
My god, I've forgotten what Mountain Dew Pitch Black tastes like!
Help me out. What do you think?
I really want to do a side by side taste test of Ultra Violet and Amp Traction (which has grown on me since last year) to see which is closer to "the Black." With Halloween coming I need a Pitch Black stand-in to get through 2009!
Hope to hear from you.
AllHallowSteve
HalloweenAddict.com
I too was one of those that loved the revolution and was heartbroken when it was not chosen as the one to keep in the permanant line. At least until I tried the Diet UV. I absolutely love this flavor even better than the revolution! There have been very few diet sodas that I can even stand to drink but I hate drinking regular sodas because of all the sugar in them. If the Diet UV is added permanantly to the line, then I will definately be overjoyed to see it! PLEASE KEEP THIS ONE!
I'm not a big pop drinker…however, I was really in the mood for a little of something…and I saw this delightful purple pop…diet no less! I had to try it. Wonderful! If I can sneak it past the husband, I might drink it more often! I most certainly HOPE that it continues to sell. As of now, I'm trying to figure out how to get him to approve of me stocking up on it in case they stop selling it! I love this Diet Ultra Violet Mtn Dew – oh so yummy!!
Help I love this stuff, found it in a gas station and am tring to buy some cases of it and cant find it anywhere at a regular grocery store. Please advise where to buy in MidMichigan.
Just tried it today and LOVE IT! The guy at the gas station said wlmart carries it in 12packs.
I LOVE It!!! it is a real treat!!! i hope you keep it on the market!!!!
On more thing , the color makes me feel exotic!!! like a tropical drink!!
The ONLY diet drink I've ever been able to stomach. I'm addicted. I'll fight to have it become permanent.
Our office has gone gaga over the Diet Mountain Dew Violet. The only problem is they go down faster than regular Diet Mountain Dew. Our trouble is we are having a heck of a time finding the product in lager quantities. I usually end up at a gas staion with six or eight out of the cooler to bring into the office.
Hope you keep this one. It's great to have diet choices!!
love the stuff……i think because it kinda tastes like a wine cooler
Wouldn't you know, I find a diet soda I like and it's only a limited edition! I live in Las Vegas, and no stores are carrying it anymore. I am so upset. It had helped me to lose weight, because I wasn't drinking regular Mt. Dew. Now, it's gone and I know I'll go back to the regular stuff….what can I do to get it back?!?!?!?
Love it! PLEASE make it permanent. Bought all I could find at a decent price, now haven't been able to find it for a couple of weeks and only have 1 can left. The blue foam is a kick, too.
Please do not stop producing the diet ultraviolet dew–it's VERY good and it should be made all the time. that way I can drink both diet dew and ultraviolet dew. thank you.
I absoutely love them I buy and have one almost every morning. I haven't seen them being sold in packs though I would buy them!
I've never liked any Mountain Dew varieties until I tried Ultra Violet. Now I'm hooked. I normally never drink diet sodas of any kind but this one tastes really good. I have also noticed the blue foam head when you pour it into a glass. Purple is my favorite color also, it tastes great, and there's no calories. Of course I find something I really like and it's only temporary though. I've only been able to find it at our local drug store too in the 20 oz bottle.
I can't find it anywhere in the San Francisco area – did they run out early or something? Make it permanent – I would buy this over cherry coke zero every day.
Fantastic!! Just wish I could get it in the 2 liter or on the fountain.
First, I love the classic diet Mountain Dew. I drink diet sodas only now and cannot tell usually that it is diet. That being said, when I saw a new 12 pack of Ultra Violet Diet Mountain Dew at CVS, I was curious and bought it.
It's disgusting! It reminded me why I hated diet sodas when I was younger in grade school. Again, today I only drink diet sodas and i like them all …UNTIL Ultra Violet. If i had to describe it, it tastes like a carbonated can of floral Windex. I wish I can just give these 11 other cans away.
i absolutely love it !!! i didnt know it was a temporary promotion
now i cannot find it anywhere, it's sold out & gone. i am sooooooo disappointed.. i am totally, happily addicted! i love the flavor, its a great change !! i really hope it comes back soon & stays 4-ever !! i miss u already !!!
I was pleasantly surprised with this flavor, since I absolutely hate the taste of diet drinks, not to mention I have a food sensitivity and I get sick from artificial sweeteners. But when my friend got one at the store and suggested I get one, I said "what the heck" and bought a bottle.
I am extremely pleased to say that you can hardly taste the diet in it, and coming from me, that's a bold statement. And best of all, I didn't throw up! I didn't even feel sick! This is the only diet drink that has done that for me, other than the diet vitamin water.
I only have soda once every few weeks, but next time I do get soda, it's probably going to be ultraviolet!
OMG!!! I love this drink! I buy a 20oz everyday! It is becoming harder to find, but I have the hook up at the Shell station. The owner said it is a limited time offer so he is going to put them back for me. Man I hope this stuff goes permanent!!
Bring ultraviolet back!!!!
I have one bottle left and I'm afraid to drink it because I'm afraid it will be the last bottle I'll ever taste. Love it. Hope Pepsi brings it back.
i never got to try it
i wish i could have i am huge diet mtn dew fan and love the whole calorie version of this drink…. BRING IT BACK!!!!!!
Absolutely LOVE this drink and cannot find it any where this week. Really hope Pepsi brings this flavor back and stocks local shelves soon. No other diet drink can compare to this amazing beverage.
Bring it back…
If anybody in Louisville has any they don't want I'll take em!
Steve
Still have a couple of cases left but it will be bad once I run out. This is insane – keep it in production.
Best diet drink ever!!! bring it back!!!! NOW
Please bring back Diet Ultra violet it is wonderful. It does not tast like diet soft drinks
I tried this and its so much better than the sugar loaded New Voltage. If Pepsico was smart, they would put this in 2 liter bottles and stock the shelves with it! This is a winner and they would be rolling in new revenues.
I found this diet drink and I love love it. GREAT. WHERE CAN i FIND MORE? OH' by the way up til now I hated diet drinks. My blood sugar thanks you to.
Diet Mountain Dew Ultra is the best thing going! Where can I still find it!
I'm a UV addict and need to find sources!!! CVS in northern Virginia is my only supplier. Need more!
Please bring back Diet Mountain Dew UV! It's the best Dew ever!!!
Love it Love it Love it !!!
Unfortunately, I found it too late. Stores have already run out & I need to find more.
Foodlion had plenty, but they were all expired =(
Anybody know a good place to find it in the Hampton Roads, Va area??
HHELLLLLLLLLLLLLLPPPPP!!!!
FOUND IT!!!
Use this locator to find Ultra Violet in your town:
http://www.pepsiproductfacts.com/storelocator/index600.html
Thanks,
brian =)
My husband and I both love the Diet Mountain Dew Ultraviolet and are SO disapointed that it is limited time sensitive. We have looked everywhere around the Fenton, Missouri area and cannot find it as the stores are running out. PLEASE keep this as a permanent flavor!!!
I wrote to Pepsi about keeping UV around permanently, here's their reply:
Dear Brian,
Thank you for taking the time to contact us at Pepsi-Cola regarding Diet Mountain Dew UltraViolet, which had been introduced for a limited time only.
Currently, there are no plans to bring back this product, but I'll be sure to share your feedback with our beverage team for future consideration.
Thanks again for your message. We appreciate your interest in our company and our products.
Margaret Corsi
Consumer Relations Representative
I would buy cases of this for my daughter if I could find it! Why is it so hard to find? You can't make money if it isn't available! I thought money was so important! Please get it out there in the stores!
Please keep manufacturing this product! Okay….I'm addicted to it. I live MD north of Baltimore City and have travelled to sooo many in search of the diet purple dew. I'm hitting stores in PA now (yeah, my mission has come to that) – the one flavor I get addicted to and they discontinue it. PFFFT!
@ bob carlson: too bad I didn't stumble across your post or this blog even, a few months earlier. I could've told you that most Speedway's in the mid-Michigan area were selling UV. I myself only had it once, not being the one to "need" to drink diet sodas but it was still delicious, and I hope the people make their voice heard and get it back permanently. I'd also like to see Pitch Black and Pitch Black II come back.
I really LOVE Diet Mountain Dew Ultraviolet and got hooked on it…now I cannot get it anywhere! Why do they do that to us??? Someone else said the diet soda industry needs a new one! I say YES!!!! I am tired of the same ol'Diet Coke. Even though that's my favorite…Diet Mtn.Dew Ultraviolet took over when I could get it. Now I can't and I am very sad
I got some of this. It was sooooooo good. Please bring it back
as a permanent flavor.
I just want to know from Pepsi will there be after market purchased available. I absolutely love the diet berry dew. I am not a fan of diet of mountain dew. Please bring it back
Is there some kind of petition or something to bring it back i want it soooo bad! :/
Please please bring it back!!!!!!!!!!!!! Best Dew ever.
I hope you bring Ultra Violet back! I tried it and LOVED it! I drink only diet soda and cannot drink colas. This is the best diet soda that I have tried. PLEASE bring it back on a full time basis!
i got one and loved it! pregnancy cravings for caffeine come every once in a blue moon but this is all i want and i can't find it anywhere
wish they would bring it back!!
OMG!!!! i got hooked on this back in the fall and i look for it everywhere i go now just in case i find some random leftover can or bottle. this was by far the BEST mtn dew EVER!!!! i soooooooo hope they bring it back permanently!
I loved it. Bring it back I'm 67 and gave up soda. I tasted it at my daughters and loved it. a diet drink that looked good and had a great taste. I want MORE said the little old lady from NJ
I love it.. this UV is GREAT.. but it`s hard to find here in Northen Ca.
The place that I buy it from only gets a case at a time…
I'm diabetic so what little soda I do drink HAS to be diet. I can't stand original diet mtnDew or whatever it's called these days, but Ultra Violet was fantastic. It didn't give me the heartburn that most caffeinated diet drinks do. I really, really miss it.
I wonder if we could sign a petition to the company to bring it back…
I loved this stuff. I like Marie, the poster just one above me, am diabetic. I was on a trip to Tennessee (from Delaware), and pulled off of the interstate somewhere probably halfway through Virginia to put some gas in the tank and grab something quick to eat. I came across an Exxon station and they had it. I hadn't even seen or heard of such a thing prior to this. I figured what the heck, it's only .99 so it can't hurt. I wasn't too crazy over it during the first few sips, but I started to like it more and more after each sip. I only ever had maybe seven to ten of the 20 oz. bottles. And of course a few months back I was cleaning out my car and found an empty bottle of it, only to throw it away. Damn, I wish I would have kept that! It's a shame that this drink was discontinued. To me, Diet Mountain Dew (regular Diet Dew), and Coke Zero are my favorites, but had they kept this on the market I wouldn't be buying Diet Dew or Coke Zero. Why?!?!?! I wrote to Mountain Dew and am currently waiting for a response.
I wish that Pepsi would leave Mt. Dew alone …I'm a true fan of the original and drink a 2 litter a day…stop messing around with my Dew…when they came out with Code Red I said ok I'll try it…it's still not my Dew…I will never drink this other junk they are selling and neither will my family or friends I know…they can't perfect perfection…leave it alone!!!!…..if it continues maybe we'll become Coke fans and start drinking Mellow Yellow
THIS IS THE BEST MOUNTAIN DEW!!!!!!!!!!!!!!!!!!!!!! Why did they have to take away a great tasting soda? It is the only good diet mountain dew (in my opinion). They really should make this a permanent dew.
This dew is the spew. Sorry to spew. lol random end.