PURCHASE, N.Y. -- Convenience-store industry watchers got early looks during the NACS Show and Winsight's Outlook Leadership Conference at three new flavors of Mtn Dew Kickstart. And the line extensions will roll out next week with a fourth, bringing the total Kickstart line to 10 flavors.
The brand introduced Watermelon and Blueberry Pomegranate flavors at the NACS Show in October added Blood Orange in time for Outlook Leadership in November. The release of the new flavors, scheduled for Jan. 25, comes with the addition of Midnight Grape.
"Since the brand's introduction in 2013, Mtn Dew Kickstart has been an incredible success, one of our most exciting innovations of the past decade, and we're continuing to give guys the bold new flavors they're asking for with [these] introductions," said Greg Lyons, senior vice president of marketing, Mountain Dew.
In conjunction with the release of these new flavors, Mountain Dew will build upon its "It All Starts With a Kick" campaign, launching a 360-degree marketing program, including engaging digital and social media, broadcast and out-of-home advertising, merchandising and experiential activations. And, for the first time since 2000, Mountain Dew will return to the Super Bowl with a funny TV ad that combines fan-favorite ad elements and "is guaranteed to have fans talking."
Mtn Dew Kickstart launched in 2013 and has been dubbed one of PepsiCo's most successful beverage product launches in the past decade, generating annual retail sales of more than $300 million. With only 60 calories per 12-ounce serving, the four new low-calorie beverage flavors join six previously released flavors: Orange Citrus, Fruit Punch, Black Cherry, Limeade, Pineapple Orange Mango and Strawberry Kiwi.
The new flavors are available at retailers nationwide beginning on January 25, 2016.
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