News broke earlier this year that PepsiCo has decided to discontinue their popular energy drink, Mountain Dew Kickstart. The beverage, which was initially introduced in 2013, quickly became a fan favorite and was lauded for its unique flavor and energy-boosting properties. However, after seven years on the market, the company has announced that they will be discontinuing the product in 2020. In this article, we will explore the history of Mountain Dew Kickstart, the reasons behind the decision to discontinue it, and its impact on the beverage industry as a whole.
What is Mountain Dew Kickstart?
Mountain Dew Kickstart is an energy drink that was first introduced by PepsiCo in the US market in 2013. It is marketed as a “sparkling juice beverage” that is meant to be consumed in the morning to jumpstart your day. The drink was initially marketed as an alternative to coffee and other energy drinks and was touted as a healthier option due to its lower sugar content.
Mountain Dew Kickstart comes in a variety of flavors, including Orange Citrus, Fruit Punch, Black Cherry, and Pineapple Orange Mango. Each flavor contains 5% real fruit juice and is fortified with vitamins C and E. The drink also contains caffeine, which is a natural stimulant that can help improve mental alertness and physical performance.
Despite its lower sugar content, Mountain Dew Kickstart is still considered an energy drink and should be consumed in moderation. It is not recommended for children, pregnant women, or individuals with heart conditions or high blood pressure. It is also important to note that while the drink may provide a quick energy boost, it should not be used as a substitute for a healthy diet and regular exercise.
History of Mountain Dew Kickstart
Mountain Dew Kickstart was first introduced in 2013 and was an instant hit among consumers. The drink quickly gained popularity due to its unique flavor and the energy boost it provided. PepsiCo marketed the drink as a healthier alternative to other energy drinks since it contained less sugar than traditional options. The Mountain Dew brand has always been popular, and the introduction of Kickstart only strengthened its position in the market.
Since its launch, Mountain Dew Kickstart has expanded its flavor options to include several new varieties, such as Mango Lime, Raspberry Citrus, and Blood Orange. The brand has also partnered with various sports and music events to promote the drink, including the NBA All-Star Game and the iHeartRadio Music Festival. In recent years, Mountain Dew Kickstart has continued to innovate and introduce new flavors to keep up with changing consumer preferences and trends in the energy drink market.
Reasons behind discontinuation of Mountain Dew Kickstart in 2020
The exact reasons behind the discontinuation of Mountain Dew Kickstart are not entirely clear. However, it is believed that declining sales and changing consumer preferences are some of the primary factors that contributed to the decision. In recent years, consumers have become more health-conscious, and the popularity of energy drinks has decreased. Additionally, the COVID-19 pandemic has impacted consumer behavior, and many people are opting for healthier beverage options instead of sugary drinks.
Another factor that may have contributed to the discontinuation of Mountain Dew Kickstart is the increasing competition in the energy drink market. Many new brands have emerged in recent years, offering healthier and more natural alternatives to traditional energy drinks. These brands have gained popularity among consumers who are looking for energy-boosting beverages without the negative health effects associated with sugary drinks.
Furthermore, the production and distribution costs of Mountain Dew Kickstart may have played a role in the decision to discontinue the product. As the demand for the drink decreased, it may have become less profitable for the company to continue producing and distributing it. The resources and efforts required to market and promote the product may have also become less justifiable as sales declined.
PepsiCo’s decision to discontinue Mountain Dew Kickstart
PepsiCo’s decision to discontinue Mountain Dew Kickstart is likely driven by a combination of factors. While the drink was initially popular, it appears that sales have declined in recent years, and the company may have decided that continuing to invest in it was not financially viable. Additionally, consumer preferences are changing, and the company may have determined that focusing on healthier beverage options is a better long-term strategy.
Furthermore, the decision to discontinue Mountain Dew Kickstart may also be influenced by the increasing scrutiny on the health effects of energy drinks. With concerns over the high levels of caffeine and sugar in these types of beverages, many consumers are turning to healthier alternatives. By discontinuing Mountain Dew Kickstart, PepsiCo may be trying to distance itself from the negative associations with energy drinks and position itself as a company that prioritizes the health and well-being of its customers.
Alternative energy drinks to replace Mountain Dew Kickstart
With the discontinuation of Mountain Dew Kickstart, consumers who enjoyed the drink may be wondering what alternatives are available. There are several energy drink options on the market, such as Red Bull, Monster, and Rockstar, that offer similar energy-boosting properties. However, consumers may also want to consider healthier options, such as natural energy drinks made with green tea or yerba mate.
Green tea is a popular natural energy drink that contains caffeine and antioxidants. It has been shown to improve brain function, boost metabolism, and reduce the risk of certain diseases. Yerba mate is another natural energy drink that is made from the leaves of a South American plant. It contains caffeine and other compounds that can improve mental clarity and focus.
Consumers who are looking for a more sustainable option may want to consider energy drinks that are made with organic and fair trade ingredients. These drinks are often produced using environmentally friendly practices and support ethical labor practices. Some popular brands that offer organic and fair trade energy drinks include Guayaki and Runa.
Fans’ reaction to the discontinuation of Mountain Dew Kickstart
The response from fans has been mixed, with many expressing disappointment at the news of the drink’s discontinuation. Some fans have taken to social media platforms to voice their concerns and express their hope that PepsiCo will bring back the product or introduce a new energy drink to replace it. However, others have welcomed the news, saying that the discontinuation marks a positive step towards healthier beverage options.
One fan, who wished to remain anonymous, stated that they were initially upset about the discontinuation of Mountain Dew Kickstart, but after trying some of the newer, healthier options on the market, they realized that they didn’t need the high sugar and caffeine content of the energy drink. They now opt for drinks with natural ingredients and lower sugar content. This sentiment was echoed by several other fans who have also made the switch to healthier beverage options.
Impact of the discontinuation on the beverage industry
The discontinuation of Mountain Dew Kickstart is likely to have a significant impact on the beverage industry. While energy drinks were once popular among consumers, changing consumer preferences and declining sales have forced beverage companies to rethink their strategies. The discontinuation of Kickstart may signal a shift towards healthier beverage options and a greater focus on natural ingredients.
One potential consequence of the discontinuation of Kickstart is that other beverage companies may follow suit and discontinue their own energy drink products. This could lead to a significant shift in the market, with a decrease in the availability of energy drinks and an increase in the availability of healthier beverage options.
On the other hand, the discontinuation of Kickstart may also create an opportunity for new, innovative beverage products to emerge. With consumers increasingly interested in health and wellness, there is a growing demand for beverages that are both tasty and nutritious. Beverage companies that can successfully tap into this demand may be able to gain a competitive advantage in the market.
Sales and revenue figures for Mountain Dew Kickstart prior to discontinuation
The exact sales and revenue figures for Mountain Dew Kickstart prior to its discontinuation are not publically available. However, it is believed that declining sales are a primary factor behind PepsiCo’s decision to discontinue the product. In 2019, the energy drink market accounted for $13.4 billion in sales in the US, with Red Bull and Monster leading the way. However, energy drink sales have been declining in recent years, and the pandemic has only exacerbated this trend.
One possible reason for the decline in sales of Mountain Dew Kickstart could be the increasing popularity of healthier beverage options. Consumers are becoming more health-conscious and are opting for drinks that are low in sugar and calories. This trend has led to the rise of energy drinks that are marketed as healthier alternatives, such as those made with natural ingredients or those that are organic.
Another factor that may have contributed to the decline in sales of Mountain Dew Kickstart is the increasing competition in the energy drink market. With so many brands and flavors available, consumers have more options than ever before. This has made it difficult for some brands to stand out and maintain their market share. In addition, some consumers may be switching to other types of beverages, such as coffee or tea, for their energy boost.
The future of Mountain Dew’s product line without Kickstart
With the discontinuation of Mountain Dew Kickstart, it remains to be seen what the future of the Mountain Dew brand will look like. PepsiCo may choose to introduce a new energy drink to replace Kickstart, or they may focus on healthier beverage options. Regardless of what they decide, it is clear that the beverage industry is changing, and companies will need to adapt to these changes to remain relevant.
In conclusion, the discontinuation of Mountain Dew Kickstart marks a significant shift in the beverage industry. While the drink was once popular among consumers, changing preferences and declining sales have forced PepsiCo to rethink their strategy. It remains to be seen what the future holds for the Mountain Dew brand, but it is clear that the industry is evolving, and companies will need to adapt to remain competitive.
One potential direction for Mountain Dew’s product line without Kickstart could be to focus on expanding their line of flavored sodas. With the success of flavors like Code Red and Voltage, Mountain Dew could continue to innovate and introduce new flavors to appeal to consumers’ changing tastes.
Another possibility is for Mountain Dew to pivot towards the growing trend of functional beverages, which offer health benefits beyond hydration. By incorporating ingredients like vitamins, antioxidants, and adaptogens, Mountain Dew could position themselves as a healthier alternative to traditional energy drinks.
