Does America really need a Mountain Dew breakfast drink?

Later this month, PepsiCo is introducing a fizzy alternative to coffee, tea, and juice

Kickstart
(Image credit: PepsiCo)

Move over, coffee. PepsiCo is launching a morning pick-me-up called Kickstart that will have the flavor of Mountain Dew and a hint of fruit juice, along with Vitamins B and C. Pepsi insists the caffeinated breakfast beverage is not another energy drink. Kickstart doesn't officially fall within that classification — under scrutiny recently due to alleged links to health problems and even death — because its jolt of caffeine is far more mild than the levels found in beverages like Monster, 5-Hour Energy, and Red Bull. A similar concoction is already available at Taco Bell, which mixes Mountain Dew and orange juice into what the restaurant chain calls "Mtn. Dew A.M." Where did the idea for Kickstart come from? PepsiCo marketing officer Simon Lowden says consumer research tipped off the company that Mountain Dew fans wanted a morning alternative to coffee, tea, and juice.

This is a godsend — "for those of you who wake up and chug Red Bull," says Sierra Tishgart at Grub Street New York. The five percent juice content is supposed to make Kickstart appear like a harmless, fruity alternative to other traditional breakfast drinks. But, PepsiCo promises it will come with "the right amount of kick," which is a sly way of saying "a potentially lethal jolt of caffeine." It's true "Kickstart does have far less caffeine than energy drinks like Red Bull," but PepsiCo has "taken the liberty of labeling the two flavors 'energizing orange citrus' and 'energizing fruit punch,' and has packaged it to look like Monster. Subtle." This stuff isn't destined for many breakfast tables as a substitute for coffee, tea, or juice... it's meant for "college libraries and morning pregame parties."

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Harold Maass, The Week US

Harold Maass is a contributing editor at The Week. He has been writing for The Week since the 2001 debut of the U.S. print edition and served as editor of TheWeek.com when it launched in 2008. Harold started his career as a newspaper reporter in South Florida and Haiti. He has previously worked for a variety of news outlets, including The Miami Herald, ABC News and Fox News, and for several years wrote a daily roundup of financial news for The Week and Yahoo Finance.