Beverages

Mutant Monster to Take on Mountain Dew

Clash of titans coming to c-store cold vaults

CORONA, Calif. -- Monster Beverages will take aim directly at Mountain Dew this winter when it rolls out its newest variation, the appropriately named Mutant Monster.

With 115 milligrams of caffeine per 20-ounce bottle (vs. 180 mg in a 16-ounce Monster Energy), the green, citrus-flavored soda will go head to head with PepsiCo's Mountain Dew (91 mg of caffeine per 20-ounce bottle).

The new drink is Monster's first swing at bridging the short gap between energy drinks and legacy carbonated soft drinks (CSDs), and it's targeting the best-selling CSD in c-stores right out of the chute.

"We are putting our resources together to basically go after the leading carbonated soft drink in the convenience space, which is Mountain Dew. We are going to position it in the carbonated-soft-drink doors," Monster chairman and CEO Rodney Sachs said, according to a report in The Street.

New packaging will underscore Monster's move into a new category. Mutant Monster will come in a 20-ounce plastic bottle, a significant move for the company that's made itself synonymous with 16-ounce cans. Mutant Monster is expected to be priced at $1.99.

Mountain Dew is often considered the original energy drink with its caffeine content nearly double most CSDs. It also owns the most successful CSD/energy-drink hybrid, Mtn. Dew Kickstart. Introduced in 2013, Kickstart is now available in eight flavors targeting multiple dayparts. It is one of the fastest-growing beverages in convenience stores.

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