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Mtn Dew, a brand fully owned by food & beverage conglomerate Pepsico, continues its foray into the rapidly expanding energy drink market with Rise.
With none other than some guy named Lebron James as the face of the product line, Mtn Dew dropped 6 flavors during March with a suggested retail price of $2.59. Flavors include Berry Blitz, Orange Breeze, Peach Mango Dawn, Pomegranate Blue Burst, Strawberry Melon Spark, and Tropical Sunrise.
Directly from the Pepsico press release, “MTN DEW RISE ENERGY has approximately 180 mg of caffeine, vitamins A and C, antioxidants, and fruit juice. With Citicoline and caffeine to boost mental clarity and Zinc for immune support, MTN DEW RISE ENERGY is designed to awaken ambition and help people conquer the day.”
"It's important to me that I believe in the brands and products where I invest my time. When I first learned about the message behind the drink – the fact that every day is a chance to rise for all of us – that really resonated with me," said James. "The ability to rise and find motivation to do more and be more every single morning is powerful. I'm excited about the opportunity to bring that to life through this partnership with PepsiCo."
Pepsico and Mtn Dew’s previous energy drink efforts include names such as Kickstart, AMP, and Game Fuel - all products with varying levels of success. If you assume Kickstart is targeted towards the lower caffeine, juice-alternative crowd and Game Fuel is targeted towards the gamer market; it appears Rise is going for the athlete and mainstream energy drink consumer, replacing AMP which was discontinued for the most part in 2018.
Here at Caffeine Shark, we can’t wait to try it. Let us know what you think in the comments, or by hitting us up on our socials.
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