Well, I honestly didn’t see this one coming: Pepsi has launched a new Mountain Dew breakfast beverage called Kickstart. In the official press release the company states: “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.” Ummm… what? This sounds like neither coffee nor juice to me. Coffee is so much more than caffeine and 5% juice does not sound much like orange juice to me.
Clearly I’m out of touch with the average Pepsi consumers who told the company “they are looking for an alternative to traditional morning beverages”. Even if this is what they were asking for, I’m not sure that 5% juice and 92 mg of caffeine in a soda were exactly what they had in mind.
Kickstart will be available in stores (at least in the US, I’m not sure about Canada) toward the end of the month in both orange citrus and fruit punch flavours. Personally, I plan to stick with my coffee.