Traditional recipes

Mountain Dew Releasing Caffeinated Breakfast Drink

Mountain Dew Releasing Caffeinated Breakfast Drink

It tastes like Mountain Dew but has more caffeine and is made with 5 percent juice. That does not make it any better

Just in case coffee, tea, or orange juice just don't cut it for a breakfast drink, PepsiCo has decided to roll out a Mountain Dew-flavored breakfast drink called Kickstart. The caffeinated and carbonated drink reportedly has vitamins B and C, an extra jolt of caffeine, and is made with 5 percent juice, which ridiculously qualifies it as a "juice drink" instead of a soda.

AP reports that Kickstart comes in flavors like "energizing orange citrus" and "energizing fruit punch," but since it contains less caffeine than Red Bull, PepsiCo doesn't view it as an energy dirnk.

Nevertheless, Kickstart will be packaged in the same 16-ounce cans as drinks from Monster Beverage Corp, although it will only have 92 milligrams of caffeine in a 16-ounce can. A regular Mountain Dew has 72 milligrams of caffeine, while the energy drink Amp has 142 milligrams. A 16-ounce Starbucks coffee has 330 milligrams, AP reports.

This isn't the first time Mountain Dew has appeared on the breakfast menu. Taco Bell made quite a splash last year when select stores featured a "breakfast cocktail" made with Mountain Dew and orange juice. We're envisioning terrible scenarios where Kickstart and vodka come into play in the club brunch scene. The new product hits store shelves Feb. 25, 2013.


Name Dates of production Notes Picture
Mountain Dew 1940–present A citrus-flavored soda developed in the 1940s by Barney and Ally Hartman, beverage bottlers in Tennessee. A revised formula was created by Bill Bridgforth in 1958. High-fructose corn syrup replaced sugar in the 1990s, though today there is a modified variant of the former classic made with real sugar known as Mountain Dew Real Sugar.
Caffeine Free Mountain Dew 1976–present A non-caffeinated variant available in parts of the United States.

It was also formerly sold in Australia and Canada as regular Mountain Dew, but respectively in March and June 2012, they were reformulated with caffeine as Mountain Dew "Energized" and "Citrus Charge", respectively. [1]

In 2006, Diet Mountain Dew was reformulated with a new "Tuned Up Taste", using a blend of sucralose, aspartame, and acesulfame potassium as sweeteners. The previous formulation was sweetened exclusively with aspartame. [3]

It was later made available in Canada in 2002, however, as with the regular Mountain Dew at the time, it lacked caffeine and was discontinued in 2005. It was re-released in the country with caffeine for DEWmocracy Canada in 2013, where it finished in second place. Code Red was released later again in 2014 along with the two other losing flavors from DEWmocracy 2013, and won the vote, making it a permanent flavor in Canada, until it was discontinued yet again in May 2019.

It was sold for a short time in South Korea in 2005, alongside the Philippines in the mid-2000s, and was later re-released as a Slurpee flavor in the latter in 2019 to promote the mobile game Mobile Legends: Bang Bang.

Code Red was released in New Zealand in 2009 however, this version of the drink instead has a berry flavor instead of a cherry flavor.

It was also released in Germany in 2010, but was discontinued in 2016 due to low sales.

2016–present (Philippines Dewmocracy version) [5]

It was released in New Zealand in 2011, alongside Malaysia in 2013 (later being renamed "Voltage") and in both the Philippines and Singapore in 2014. In 2016 in the Philippines, it became a limited-edition flavor for the DewMocracy lineup despite its status as a permanent flavor in the past. [5] It eventually lost, and so was discontinued.

2016–2019 (Nationally America)
2005 (Canada)
2006 (South Korea)
2011–12 (New Zealand)
2013–present (Malaysia)
2014–present (Philippines)
2014, 2017-present (Singapore)
2016-present (Pakistan)

It was sold in Canada for Halloween of 2005, but this version lacked caffeine. It was also sold in South Korea in 2006 as "Wild Black".

It was released in New Zealand from 2011 to 2012 when it was replaced with the Passionfruit Frenzy variety.

It was also released in Malaysia in 2013, as well as the Philippines and Singapore in 2014 for the Dewmocracy promotion, and was also released in Pakistan in 2016.

In 2019, Pitch Black was discontinued in most areas of the country due to lack of sales. It remains available in some areas mainly in the Midwest, but it is considered discontinued.

Springs of 2014, 2015, 2016, 2018, 2019, 2020 (in cans/bottles in the U.S)

In 2019, Mountain Dew Baja Blast became available permanently in bottles in Canada, alongside being at Taco Bell.

Diet Voltage was released in 2011 as a part of the "FanDEWmonium" promotion [14] and made it to the finals with Diet Mountain Dew Supernova, meaning it had a limited release in U.S. stores while voting took place, until Diet Supernova was revealed to be the winner. [15] It came in second in voting, against Diet Mountain Dew Supernova with 45% out of all votes. Mountain Dew Voltage was released in 2013 for DEWmocracy Canada where it got the most votes and won, becoming a permanent Canadian flavor.


In 2020, Mountain Dew Throwback was rebranded as Mountain Dew Real Sugar, with a new design using the 1980s Mountain Dew logo, with the words Real Sugar in the same style font.


In mid-2019, it was re-released as a permanent flavor in certain regions, but then was quickly discontinued at the same time ICE was discontinued in early 2020.

2020, 2021 (limited time release in bottles/cans)

In the spring of 2020, it was released in bottles and cans alongside regular Baja Blast as a limited time offer, lasting until early summer. The formula is slightly different than the fountain version, excluding aspartame as a sweetener.

In the summer of 2021, it will be redesigned and re-released alongside Baja Blast and two other flavors, Baja Punch and Baja Flash. This was leaked on the Dew Drinker Discord via an anonymous source alongside Mountain Dew Major Melon and Major Melon Zero Sugar.

Kickstart Edit

Name Dates of production Notes
Mountain Dew Kickstart Orange Citrus 2013–present An orange variant released on February 25, 2013, advertised to have caffeine and electrolytes to provide energy for the morning. As of March 26, 2015, this flavor of Kickstart also is available as a fountain drink at Taco Bell locations. Mountain Dew Kickstart Orange Citrus appeared in Australian stores in April 2017.
Mountain Dew Kickstart Fruit Punch 2013–present A fruit punch variant released on February 25, 2013, advertised to have caffeine and electrolytes to provide energy for the morning.
Mountain Dew Kickstart Black Cherry 2014–present A black cherry variant released in January 2014, advertised to contain caffeine and electrolytes to provide energy for the evening. In March 2014, select Taco Bell locations began offering "Mountain Dew Kickstart Freeze", a slushie version of Black Cherry Mountain Dew Kickstart. It replaced the Distortion Freeze but was discontinued in October 2014 and was replaced with the Starburst Strawberry Freeze.
Mountain Dew Kickstart Pineapple Orange Mango 2015–present A pineapple/orange/mango variant that contains Coconut Water.
Mountain Dew Kickstart Blood Orange 2016–present A blood orange variant released in early 2016 that contains antioxidants - vitamins C and E.
Mountain Dew Kickstart Hydrating Watermelon 2016–present A watermelon variant that contains coconut water.
Mountain Dew Kickstart Blueberry Pomegranate 2016–present A blueberry/pomegranate variant released in early 2016 that contains antioxidants - vitamins C and E.
Mountain Dew Kickstart Midnight Grape 2016–present (America), 2017–present (Australia) A grape variant released in 2016 that contains 5% juice.
Mountain Dew Kickstart Raspberry Citrus 2017–present A raspberry/citrus variant released in the first quarter of 2017 that contains coconut water.
Mountain Dew Kickstart Mango Lime 2017–present A mango/lime variant released in the first quarter of 2017 that contains 5% Juice.
Mountain Dew Kickstart Original 2018–present Released in early 2018 with the flavor of original Mountain Dew. [22]
Mountain Dew Kickstart Ultra 2018–present Released in early 2018 as the diet version of Kickstart Original. [22]

Region-specific Edit

Name Dates of production Notes
Caffeine Free Diet Mountain Dew 1989–present A no-calorie, non-caffeinated variant available in limited locations in the United States. [23]
Diet Mountain Dew Code Red 2002–present A no-calorie, no-sugar cherry variant available in limited locations first introduced in late 2002. [6]
Mountain Dew Cherry 2010, 2013–present A cherry variant initially test-marketed briefly in select locations on Pepsi's Fusion fountain machine (designed to compete with Coca-Cola's Freestyle machine). It is currently available in select Pizza Hut locations in the United States. [ citation needed ]
Mountain Dew Goji Citrus Strawberry the 1980s, 2017–present A goji/strawberry/citrus flavored variant was released in Japan during the 1980s. Previously released in Japan during the 1980s under the name "Mountain Dew Aurora", then re-released in 2017 exclusively at select convenience stores in the U.S. as "Mountain Dew Goji Citrus Strawberry". [24]
Mountain Dew Berry Monsoon 2018- present A Mountain Dew flavor exclusively available in soda fountain machines only at Sam's Club stores. It released in limited quantities in the United States on June 28, 2018, [25] before becoming more widely available in stores in July. [26]

Slurpees Edit

2016–present (Philippines Democracy) [5]

It also became a limited edition flavor for the Philippines for its own DEWmocracy promotion. [5]


Caffeine: it's hiding in the fizz of more than just colas

Hold on to your hammock. That cold soda you're sipping may not be as "soft" as you think. Some consumer groups and food scientists are concerned because Americans are drinking large amounts of caffeinated soda, often without even realizing it.

Many of the most popular soft drinks contain varying quantities of caffeine, a stimulant that the US Food and Drug Administration (FDA) considers a drug. Small amounts of caffeine occur naturally in cola nuts, which form the basis for many cola-flavored drinks. But some manufacturers add greater amounts of caffeine to their drink recipes, saying that it enhances the flavor.

Some experts, saying that caffeine is first and foremost a stimulant, are voicing concerns about caffeine, especially its effect on children, and are prompting action by consumer groups. Several organizations are conducting research, informing the public, and even lobbying for a ban on caffeine in soda pop.

Per capita soft drink consumption in the US has increased from 132 12-ounce servings in 1960 to 400 in 1980, according to the National Soft Drink Association. A 12-ounce can of caffeinated soda has about one-third of the caffeine in a 5-ounce cup of coffee, but can equal the effects of a cup of tea.

"You can develop a caffeine habit . . . it's mildly addictive," says Dr. Edward Groth, director of public service projects at the Consumers' Union, which is concluding a study of caffeine in soft drinks to appear in the October issue of Consumer Reports.

"You certainly can suffer withdrawal symptoms from drinking large amounts," even from soda drinks, Dr. Groth says.

Dr. Groth says he knows about the effects of caffeine from personal experience, explaining that he used to drink cola soft drinks by the six-pack. Sometimes when the drink was unavailable, he says that he would experience various physical and mental effects, which he likens to withdrawal symptoms.

He says that he quit drinking cola when he concluded that these problems, and especially a difficulty in sleeping, might be related to caffeine in his drink.

"I just stopped, and started drinking ginger ale" and decaffeinated beverages , Dr. Groth says.

Not just colas and "pepper" drinks (Dr. Pepper, Mr. Pibb) have caffeine today. Brands like Mello Yello and Sunkist Orange do also. Consumers are often unaware that other drinks contain as much or more caffeine than colas.

Dr. Michael Jacobson, director of the Center for Science in the Public Interest in Washington, D.C., says that he is concerned about soda-drinking children who may have difficulty handling caffeine.

"It's crazy to have a drug in a food that's so widely used by children," says Dr. Jacobson, whose group is lobbying for a ban on caffeine in soda pop.

Dr. Jacobson says caffeine in soft drinks also may affect adults, citing studies indicating negative effects of a large caffeine intake, particularly on pregnant women.

The FDA has proposed taking caffeine off its GRAS list (a list of additives "generally recognized as safe"), and putting it on an "interim" list for safety testing. The FDA also has proposed that caffeine no longer be required in cola and pepper drinks, as it is under current law.

The Virginia-based Federation of Homemakers, like Dr. Jacobson's group, wants the FDA to ban caffeine in soft drinks. But federation director Ruth Desmond says that close connections between the soft drink industry and the FDA make this effort difficult. She notes that the former head of the FDA's bureau of foods, Dr. Howard Roberts, now is a vice-president of the National Soft Drink Association.

Mrs. Desmond says that her group is concerned by reports that cola drinks have become the staple drink of many children, especially among the poor.

"Milk is gone, fruit drinks, none of them stand up to the caffeinated drinks, " she says, adding that early consumption of large amounts of caffeine may give children a taste for later drug use.

Mrs. Desmond says that manufacturers do not need to use caffeine for drinks to have a cola taste.

Soft drink manufacturers generally argue that caffeine is a flavoring agent which enhances the taste of their products, and is not a chemical additive designed to artificially stimulate drinkers.

"Caffeine is a classic bittering agent and it blends very well" with sugar in soda, says Jay Smith, spokesman for the National Soft Drink Association.

But caffeine's flavor effect is "extremely minor," according to Dr. Jacobson, who says it is used mainly for its stimulatory effects.

And not all manufacturers think caffeine is an essential flavor ingredient.

"We didn't think it [caffeine] was needed," says Edward Kiesel, a quality assurer for Safeway stores. Safeway markets a house brand of cola, Cragmont, which has no added caffeine. "We feel that it [caffeine] does not help our formulation."

Mr. Kiesel notes that Cragmont does contain a small amount of caffeine from its cola nut base, but says that the consumer would have to drink 350 cans of Cragmont Cola to receive the caffeine of one can of Coca-Cola.

Cragmont Cola is not a national best seller, but Mr. Kiesel says that Safeway stores sell more of the cola than of their other Cragmont brand drinks. He says that many inquiries about the cola come from Utah, the home region of the Church of Jesus Christ of Latter-Day Saints (Mormons), a religious denomination that discourages caffeine use.

Royal Crown Cola introduced a diet, caffeine-free cola onto the market last year, called RC 100. Caroline Horstman, market research manager for RC 100, says the drink has been successful, with a 1 percent share of the soft drink market after its first year.

Miss Horstman also says that company tests showed a lack of caffeine would not harm the drink's flavor.

"We have found that in the taste-testing among consumers," Miss Horstman says , ". . . they can perceive no difference" between the taste of unlabeled caffeinated and decaffeinated diet colas.

Both Mr. Kiesel and Miss Horstman say their companies feel that there is a good market for caffeine-free soft drinks.

Miss Horstman says RC 100 appeals to consumers for health and religious reasons, or because they simply don't like caffeine.

Caffeine in soft drinks (milligrams per 12 ounce can) Sugar-free Mr. Pibb 60 Mountain Dew 54 Mello Yello 52 Tab 46 Coca-Cola 45 Shasta Cherry Cola 44 Shasta Cola 44 Shasta Diet Cola 44 Sunkist Orange 40 Mr. Pibb 40 Dr. Pepper 40 Pepsi-Cola 38 Diet Pepsi 36 Pepsi Light 36 RC Cola 36 Diet Rite 36 Fresca, Fanta drinks, Teem, 7-Up, RC 100, Canada Dry Ginger Ale, Hire's Root Beer 0 Source: manufacturers' figures


Mountain Dew Is Releasing A Cookbook Full Of Recipes Using The Fan-Favorite Soda

Mountain Dew soda has such a cult following that those who love it have no problem buying a handmade candle or hot sauce inspired by the beverage. For those true die-hards, Mountain Dew is releasing a cookbook that includes 96 pages of recipes that use the lemon-lime drink in ways you've never seen before&mdashfrom grilled cheese to cocktails.

The Big Bold Book of MTN DEW Recipes will show amateur and seasoned cooks alike how to infuse the stuff into everyday recipes. The cookbook is divided into sections so you can easily find whatever food fits your mood. Some of those sections are: Bada$ Breakfasts, Dippin' with DEW, DEW Does Dinner, Satisfying Sides, Dang Good Desserts, and Liquid Legends. You could truly make an entire meal with Mountain Dew, but if you prefer to keep things more low-key, you can choose to make just one part of your dish Mountain Dew-approved.

With direction from the cookbook, you can start your day with Mountain Dew pancakes, dip some chips into Mountain Dew green salsa for a snack, make some Mountain Dew jalapeño poppers to go with your Mountain Dew pork chops for dinner, and then finish it all off with Mountain Dew two-ingredient cupcakes. Oh, and feel free to wash it all down with a Mountain Dew Moscow Mule, of course.

The cookbook will be available for purchase through the MTN DEW store online for $30 a pop. It officially launches next week so keep an eye out or join the DEW Nation HQ fan club to receive the news before anyone else.


Mountain Dew Introduces Breakfast Soda

While coffee, tea, and juice are typically the morning beverages of choice, Mountain Dew is hoping that what people really want for breakfast is soda. Pepsico Inc. has created a new drink, which it has dubbed a "sparkling juice beverage," in an attempt to take advantage of the A.M. market.

According to the Associated Press, the new morning beverage is called Kickstart. It features 5 percent real fruit juice, caffeine, and, of course, the "great taste of Mountain Dew." Kickstart will come in two varieties, Orange Citrus and Fruit Punch.

Mountain Dew is marketing the beverage as having fewer calories than a typical soda (it contains 80 per 16-ounce can) and less caffeine than your average energy drink. The company is also clear that Kickstart doesn't contain any of the dubious energy drink ingredients that continue to raise health concerns. Yet the 16-ounce can looks suspiciously similar to several energy drinks that are already popular choices.

Apparently there is actually a market for a breakfast soda, which PepsiCo was made aware of through consumer research. Mountain Dew fans want an alternative to "traditional" breakfast beverages.


Pepsi’s New Mountain Dew Kickstart is Not a Healthy Breakfast Choice

Just when you thought you’d seen it all, Pepsi tries to sell us on Mountain Dew for breakfast.

PepsiCo announced Monday it will be releasing a new “breakfast” drink. Mountain Dew Kickstart is a Mountain Dew-flavored fruit juice drink that will be available in two flavors: Energizing Orange Citrus and Fruit Punch, according to USA Today.

  • Mountain Dew’s vice president of marketing, Greg Lyons, explained Kickstart was born out of consumer demand. “Our consumers told us they are looking for an alternative to traditional morning beverages – one that tastes great, includes real fruit juice and has just the right amount of kick to help them start their days.”
  • Kickstart contains less caffeine thanyour average energy drink, with just 92 milligrams in one 16-ounce can. A grande size coffee at Starbucks contains about 300 mg of caffeine.
  • Kickstart only contains 5 percent real fruit juice and vitamins B and C. One can contains 80 calories, thanks to the help of artificial sweeteners to cut calorie content.
  • The beverage will hit shelves February 25. Eager customers were given a chance to try the drink before it was realized by visiting kickstartfirsttaste.com and requesting a sample can. The company reportedly reached its maximum “available quantity” by early afternoon the day of the announcement. Clearly, there is consumer interest.

Who needs a new drink? I already drink Mt. Dew each morning. #kickstart #nbctoday

— Nichole Folkman (@NicholeFolkman) February 12, 2021

So, it sounds like Mt. Dew #KickStart will be my new best friend…. — Robert Young (@gbpbob13) February 12, 2021

Alternative to coffee or tea? Introducing kickstart diabetes courtesy of Mt Dew @nbcaaron @nbcwashington #fattuesday #pepsico — June Garrett (@junekazumi) February 12, 2021

Mt. Dew Kickstart is fortified with essential vitaminerals and nutriments designed to slam your health zone.

— Justin Treadway (@GriffnValentine) February 11, 2021


Mountain Dew Is Releasing a Cookbook That Includes Pancakes and Soda-Infused Pickles Recipes

Mountain Dew has come a long way since just being a citrusy flavor. Just this year alone it&rsquos become a hot sauce and margarita cocktail, and the foodie fun isn&rsquot ending there. The brand is releasing a cookbook that incorporates the beloved soda into breakfast, lunch, and dinner.

The Mountain Dew cookbook, called the Big Bold Book of MTN DEW Recipes, is coming just in time for the brand&rsquos 80th birthday. It includes nearly 40 dishes of fan-made, fan-inspired, and fan-favorite creations that range from breakfast to desserts and everything in between.

As you&rsquod expect, every recipe includes some variety of the soda. Whether it&rsquos Mountain Dew Original, Mountain Dew Code Red, Mountain Dew Live Wire, or something else, it&rsquoll bring an authentic flavor to each dish. We know you&rsquore wondering what recipes are in the cookbook, and we&rsquore excited to reveal them! Before we talk about the bites and sips, keep an open mind, because you&rsquore probably not used to enjoying Mountain Dew like this.

Breakfast includes green pancakes and green eggs lunch and dinner dishes include Brisket, Brined Turkey, Jalapeño Poppers, Mountain Dew-infused pickles, salsa, barbecue sauces desserts include Cherry and Cranberry Pomegranate Fruitcake and there are cocktails, as well as Slushies and Electric Lemonade. We think it&rsquos safe to say that you&rsquove never tried anything like these recipes.

&ldquoThe relationship between MTN DEW and our fandom is the most exciting partnership, and we&rsquove continued to draw inspiration from these amazing people and to try to pay back the love they show us every single day,&rdquo Nicole Portwood, vice president, marketing, MTN DEW, said in a press release. &ldquoOur fans have been creation delicious, outrageous, and genuinely mind-blowing recipes with MTN DEW for years.

You&rsquoll be able to get Big Bold Book of MTN DEW Recipes beginning the week of Nov. 16 online at Mountain Dew&rsquos newly launched store. The limited-edition cookbook costs $30, and you can be among the first to know when it&rsquos officially on sale by joining DEW Nation HQ.

&ldquoIn many ways, this is the long-overdue love letter to those beautiful edible creations and the people behind them. We&rsquore honored to share these recipes with the world in our first-ever curated cookbook!&rdquo Portwood said.

The Mountain Dew lover in your life is sure to be obsessed with this new cookbook. And what a coincidence! It&rsquos available right before Christmas. It&rsquos the gift that keeps on giving.


Today in WTF food news: Mountain Dew releasing cookbook of fan-created recipes

Mountain Dew, the neon-green carbonated soft drink that closely resembles antifreeze, is releasing a cookbook. Nope, we aren't shitting you about this.

The forthcoming Big Bold Book of MTN DEW Recipes is a compilation of “fan-made, fan-inspired and fan-favorited creations” to celebrate the brand’s sticky-sweet 80th birthday.

"Our fans have been creating delicious, outrageous and genuinely mind-blowing recipes with Mountain Dew for years,” Mountain Dew Marketing Veep Nicole Portwood said in a news release. “In many ways, this is the long-overdue love letter to those beautiful edible creations and the people behind them. We're honored to share these recipes with the world in our first-ever curated cookbook.”

Real talk: if a love letter includes such phrases as “Mountain Dew Code Red Brisket” and “Mountain Dew Livewire Brined Turkey,” you might consider burning said letter and buying chocolates instead.

The $30 hardback cookbook contains nearly 40 recipes that span the dining experience. They run the course from appetizers such as Mountain Dew-infused pickles and salsas to desserts including Mountain Dew Cherry and Cranberry Pomegranate Fruitcake. Yum.

The cookbook also features a special collaboration with Cheetos: Green Mozzarella Bites. Why green? We don’t even want to know, but apparently they're crusted in Flamin' Hot Cheetos crumbs.

The cookbook will available for purchase through the soda’s newly launched online store starting next week.

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Mountain Dew Is Releasing an Official Cookbook with Plenty of Green-Hued Recipes

‘The Big Bold Book of MTN DEW Recipes’ offers up nearly 40 different Dew dishes.

Mountain Dew is often described as having a 𠇌ult following,” but the soda brand may be more mainstream than you realize. In 2018, investing site The Motley Fool pegged Mountain Dew as the fourth best-selling soda brand in the U.S., behind only Coca-Cola, Pepsi, and Diet Coke (and, to hammer it home, ahead of Dr Pepper, Sprite, and Diet Pepsi.) So a more apt description is that the tip of the MTN DEW fan base is truly diehard—like, maybe they enjoy the soda so much, they𠆝 be happy to infuse it into all of their meals. Now, Mountain Dew is giving them that chance.

In celebration of their 80th birthday, Mountain Dew is releasing its first-ever cookbook: The Big Bold Book of MTN DEW Recipes. Billed as 𠇊 compilation of fan-made, fan-inspired, and fan-favorited creations from some of the most imaginative culinary minds on the planet,” the 96-page tome has nearly 40 recipes “ranging from the quick and easy two-ingredient cupcake treats, to the advanced Code Red Brisket that will entice any BBQ pitmaster.”

The six chapters of recipes include �$ Breakfasts,” 𠇍ippin’ with Dew,” �w Does Dinner,” “Satisfying Sides,” �ng Good Desserts,” and “Liquid Legends”—resulting in everything from grilled cheese to Dew-infused pickles, holiday recipes and far more legit MTN DEW cocktails than most people are probably used to making. There’s even a cross-brand PepsiCo collab with Cheetos for some Flamin’ Hot-crusted mozzarella bites. And yes, plenty of the dishes come in a delightful green hue.

“The relationship between MTN DEW and our fandom is the most exciting partnership, and we’ve continued to draw inspiration from these amazing people and to try to pay back the love they show us every single day,” Nicole Portwood, the brand’s vice president, marketing, said in the announcement. “Our fans have been creating delicious, outrageous, and genuinely mind-blowing recipes with MTN DEW for years. In many ways, this is the long-overdue love letter to those beautiful edible creations and the people behind them. We’re honored to share these recipes with the world in our first-ever curated cookbook!”

The Big Bold Book of MTN DEW Recipes is set to debut in the newly-launched DEW Store starting the week of November 16 for a limited time only with a suggested retail price of $30. (Since it’s selling in Mountain Dew’s own store, hopefully they will respect their own suggestion!) The brand also suggests joining DEW Nation HG to get advance notice of when the book hits the store if you’re worried it could sell out.

And once you’ve secured your copy, the brand is encouraging diehards to share their attempts at recreating these recipes with the hashtag #MTNDEWCookbook and tagging @mountaindew. The best pics will have the chance to be featured on Mountain Dew’s Instagram page.


Mountain Dew breakfast 'juice' drink comes with jolt of caffeine

Mountain Dew breakfast drink: Kickstart has a Dew flavor but is made with 5 percent juice, vitamins, and 20 milligrams more caffeine that Mountain Dew soda. But PepsiCo says the Mountain Dew breakfast drink will have less caffeine than Monster and Red Bull.

If you don't like coffee or tea, Mountain Dew has a new breakfast drink that might perk you up.

PepsiCo Inc. is rolling out a new drink called Kickstart this month that has Mountain Dew flavor but is made with 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 and none of the mysterious ingredients that have raised concerns among lawmakers and consumer advocates.

But 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. The drink comes in the same 16-ounce cans as popular energy drinks made by Monster Beverage Corp., which also offers options with juice content. And the TV ad features young men skateboarding, reminiscent of the marketing themes used by energy drink makers.

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Simon Lowden, chief marketing officer for PepsiCo's Americas beverages, says the idea for Kickstart came about after the company learned through consumer research that Mountain Dew fans were looking for an alternative to traditional morning drinks such as coffee, tea and juice.

"They didn't really see anything that fit their needs," he said.

Lowden said Kickstart was developed independently from a Taco Bell breakfast drink introduced last year that combines Mountain Dew and orange juice. 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. A spokeswoman for the FDA said the agency doesn't have definitions for what qualifies as a soda or an energy drink.

With the growth of energy drinks such as Monster and Red Bull expected to slow, Kickstart could also signal the emergence of a new category that plays off the promise of energy and other health benefits, said John Sicher, publisher of the trade journal Beverage Digest.

In a nod to the growing concerns about sugary drinks, for example, Kickstart also uses artificial sweeteners to reduce its caloric content to about half that of regular soda a can has 80 calories.

"It's a very interesting experiment capturing a number of attributes," Sicher said, likening it to Starbucks' Refreshers drinks, which promise "natural energy" from green coffee extract.

The promise of "energy" has been a big seller in the beverage industry in recent years, with the energy drink market increasing 17 percent in 2011 even as broader soft drink consumption has continued to decline, according to Beverage Digest. PepsiCo and the Coca-Cola Co. have largely watched that growth from the sidelines, however, with players such as Monster Beverage and Red Bull dominating the market.

But the surging popularity of energy drinks has also led to sharper scrutiny. This summer, New York's attorney general launched an investigation into the marketing prices of energy drink makers including Monster and PepsiCo, which also makes Amp. Lawmakers and consumer advocacy groups have also called on the Food and Drug Administration to investigate the safety of the high levels of caffeine in energy drinks for younger people.

Although Kickstart may look like an energy drink, it has far less caffeine, at 92 milligrams for a 16-ounce can. A comparable amount of regular Mountain Dew would have 72 milligrams of caffeine while a can of PepsiCo's Amp energy drink has 142 milligrams, according to the Center for Science in the Public Interest.

By comparison, a 16-ounce cup of Starbucks coffee has 330 milligrams of caffeine.


5 Calorie-Free Caffeine Tips

1. Freshly Brewed Tea Is Tops

If you haven't tried tea lately, give it a second look. There are so many flavorful types available now, even at the grocery store. And when it comes to phytochemicals, freshly brewed is best! Bottled teas apparently have less than freshly brewed tea.

Iced tea is a great summer sipper, as long as it isn't sweetened. I've found that nicely flavored iced tea doesn't need any sweeteners at all. And you can turn any hot tea into iced tea just by chilling a pitcher in the refrigerator after it's brewed. If you like your iced tea with a touch of sweetness, try a packet of an artificial sweetener like Equal.

3. Pump up the Protein and Calcium

Make sure your caffeine fix doesn't fill your diet with extra calories. The fancier the coffee drink, the bigger the calorie and fat totals. Asking for nonfat milk in your latte and other coffee drinks brings down the calories and fat while pumping up the protein and calcium. For example, a "tall" Starbucks Iced Café Mocha made with whole milk has 170 calories and 6 grams of fat, while the same drink with nonfat milk has 130 calories and 1.5 grams of fat.

4. Watch Out for Chai Lattes!

They contain extra calories from milk and sugar. There are some light chai lattes out there, however. If you're ordering one at a coffee bar, opt for nonfat milk and artificial sweetener.

5. Diet Soft Drinks Save Calories

The caffeine in your average 12-ounce cola rivals the amount in a cup of tea: 42 and 47 milligrams, respectively. But getting your caffeine fix this way can add up to 140 calories a can, if you choose regular sweetened sodas! That said, even though diet sodas will help keep those beverage calories down, I think it's best to drink them in moderation. I try to keep my intake to one can a day.

Sources

SOURCES: ESHA Research, Food Processor II, Diabetes Care 2004, 27:2047-2048. Journal of the American Medical Association, July 6, 2005. American Journal of Clinical Nutrition, April 2000 and November 2001. WebMD Medical News: "Coffee Is the No. 1 Source of Antioxidants," by Jennifer Warner, published Aug. 28, 2005.


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