Meet Kickstart: Mountain Dew's breakfast soda

Ever want to "Do the Dew" before lunch? You're in luck: PepsiCo's new morning drink is set to launch this month

Published February 11, 2013 7:11PM (EST)


Hey bros, ever feel sluggish in the morning? Like maybe all of that Dorito taco-eating and late night Xbox 360-playing is catching up with you and harshing some of your get up and go?

Been there, dude. I have so, so been there.

But get ready to be totally stoked: PepsiCo is launching a new Mountain Dew drink that's just for breakfast time! Kickstart is made with 5 percent "real fruit juice" and "the right amount of kick" which is, apparently, 92 milligrams for a 16-ounce can.

Why is Mountain Dew launching a breakfast beverage, you ask?

Simon Lowden, chief marketing officer for PepsiCo’s Americas beverages, says the idea came from consumer research that indicated Mountain Dew fans were looking for an alternative to traditional morning drinks like coffee, tea and juice. “They didn’t really see anything that fit their needs,” he told Fox News.

Kickstart will debut in two flavors "energizing orange citrus" and "energizing fruit punch" on February 25.

It is scheduled to appear in your high school health teacher's nightmares sometime later that night.


By Katie McDonough

Katie McDonough is Salon's politics writer, focusing on gender, sexuality and reproductive justice. Follow her on Twitter @kmcdonovgh or email her at

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