Update 2/18/13: Read our full review of Mountain Dew Kickstart Orange Citrus!
Update 2/15/13: PepsiCo officially announced what we previously reported back in September 2012… Mtn Dew Kickstart.
Described in the press release as a "sparkling juice beverage" targeted at the breakfast crowd, the drink will be available in two flavors, Orange Citrus and Fruit Punch.
Packaged in 16 oz cans, each will contain 5% "real fruit juice," Vitamins B & C, and be available in stores starting February 25. Per the Associated Press, Mountain Dew Kickstart has a caffeine content of 5.75 mg/oz. This is higher than original Mountain Dew (4.5 mg/oz), but lower than Mountain Dew Game Fuel (6.0 mg/oz). Pepsi notes that the 5% juice content makes it a "juice drink" per the FDA, but when the AP followed up on this claim, a spokesman noted that "the agency doesn't have definitions for what qualifies as a soda or an energy drink." A 16 oz can will contain 80 calories. While a Diet Kickstart has not been announced, Pepsi is using a combination of sweeteners to make this a mid-calorie beverage. These include high fructose corn syrup (HFCS), sucrose, acesulfame potassium (Ace-K), and sucralose. It looks like Kickstart is borrowing a page from Pepsi Next with the non-diet branded use of artificial sweeteners.
Here's a look at the ingredients and nutrition information:
Mountain Dew Kickstart Orange Citrus
Carbonated water, high fructose corn syrup, white grape juice concentrate, concentrated orange juice, citric acid, sodium hexametaphosphate (to protect flavor), natural flavor, gum arabic, potassium sorbate (preserves freshness), ascorbic acid (Vitamin C), caffeine, sodium citrate, acesulfame potassium, sucrose, acetate isobutyrate, sucralose, glycerol ester of rosin, sodium benzoate (preserves freshness), niacinamide (Vitamin B3), calcium disodium EDTA (to protect flavor), calcium pantothenate (Vitamin B5), yellow 5, yellow 6, pyridoxine hydrochloride (Vitamin B6)
A 16 oz can contains 80 calories, 180 mg sodium, and 21 g carbs (20 g sugars)
For those interested, here's the press release:
Discover An Entirely New Way To Do Mornings With Kickstart, An Entirely New Beverage From Mountain Dew®
Kickstart combines the great taste of Mountain Dew with real fruit juice and just the right amount of kick to start your day
PURCHASE, N.Y., Feb. 11, 2013 /PRNewswire/ – Dawn breaks this morning on Kickstart, an entirely new sparkling juice beverage from Mountain Dew®. Whether it's 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, new Kickstart by Mountain Dew offers a refreshing and energizing take on your morning routine.
Available in two bold flavors, Orange Citrus and Fruit Punch, and only 80-calories per 16 oz. can, Kickstart presents a fresh alternative to the age old morning question of "coffee or juice," by offering the best of all worlds. It combines the great taste of Mountain Dew with five percent real fruit juice and just the right amount of caffeine. It's the ultimate morning "pick me up" that satisfies all day long.
"Our consumers told us they are looking for an alternative to traditional morning beverages – one that tastes great, includes real fruit juice and has just the right amount of kick to help them start their days," said Greg Lyons, Vice President, Marketing, Mountain Dew. "We heard them loud and clear and created a completely new offering with Kickstart to give them exactly what they asked for."
Kickstart by Mountain Dew will be available in retail stores nationwide beginning February 25. But, to be one of the first to taste Kickstart before it hits shelves, consumers can visit www.kickstartfirsttaste.com to request a can. With the can in hand, fans are encouraged to submit a photo of themselves getting into their morning groove with Kickstart for a chance to be included in a "Chasing Sunrise" anthem video.
Original Story 9/5/12: Beverage Digest notes via an Associated Press report that Pepsi is launching a product called Mountain Dew Kickstart in 2013, which features some sort of juice aspect targeted at morning consumption. This is along with the announcement of Mountain Dew A.M. exclusive to Taco Bell.
PepsiCo first applied for trademarks on Mtn Dew Kickstart (#85292901) and Diet Mtn Dew Kickstart (#85292907) on April 12, 2012, with the latest update in status for both taking place on July 9, 2012, with the process noted as being "suspended." The reason given was for the United States Patent & Trademark Office to perform a "Suspension Check" due to another beverage trademark already featuring that name (Kick Start Energy Drink, #78935269). However, it looks like if that name is not activated within 6 months of July 12, 2012, it will be abandoned, opening the door for Pepsi to use it for their new Dew product.
The AP article notes that "Mountain Dew Kickstart would also be a way for PepsiCo to feed off the popularity of energy drinks," citing gains in the energy drink market. Thus, one must assume that the "juice + energy drink" combo is targeting the breakfast crowd with a boost.
Of course, this isn't the first time we've see a morning cola attempted… anyone remember 1989's Pepsi A.M.?