PepsiCo's Kickstart is What's Wrong with the World

PepsiCo Inc. is rolling out a new drink called Kickstart this month that has Mountain Dew flavor but 5 percent juice and Vitamins B and C, along with an extra jolt of caffeine.

The company, based in Purchase, N.Y., is hoping to boost sales by reaching Mountain Dew fans at a new time of day: morning.

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

Kickstart, which comes in flavors 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.

PepsiCo says Kickstart, which is carbonated, is also not a soda because its 5 percent juice content qualifies it to be considered a “juice drink” under guidelines set by the Food and Drug Administration.

Seriously. How do they do this with a straight face?

PepsiCo's Kickstart is What's Wrong with the World

PepsiCo Inc. is rolling out a new drink called Kickstart this month that has Mountain Dew flavor but 5 percent juice and Vitamins B and C, along with an extra jolt of caffeine.

The company, based in Purchase, N.Y., is hoping to boost sales by reaching Mountain Dew fans at a new time of day: morning.

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

Kickstart, which comes in flavors 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.

PepsiCo says Kickstart, which is carbonated, is also not a soda because its 5 percent juice content qualifies it to be considered a “juice drink” under guidelines set by the Food and Drug Administration.

Seriously. How do they do this with a straight face?

Posted 1 year ago

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