PURCHASE, N.Y. — After teasing the product at the 2018 NACS Show in October, PepsiCo announced it will officially launch its new Mountain Dew Amp Game Fuel drink in January.
Intended for the world of video game play, Mtn Dew Amp Game Fuel is a combination of carbonated soft drinks, energy drinks, juice and sports drinks. And its ingredients have "shown to improve accuracy and alertness," the company said.
"Knowing gaming is an endurance sport, we listened to what players have been asking for when it comes to a beverage," said Erin Chin, senior director of marketing for Mountain Dew. "Mtn Dew Amp Game Fuel is the first-ever drink created specifically for gamers and stands in its own category. It has energy credentials with its vitamin-charged and caffeine-boosted formula, and we can't wait to share it with the gaming world come January."
In the first marketing campaign for the drink, Mtn Dew Amp Game Fuel is sponsoring the Call of Duty World League. Players at the upcoming Las Vegas competition, taking place Dec. 7-9, will get an exclusive first taste of Mtn Dew Amp Game Fuel ahead of its 2019 launch.
Mtn Dew Amp Game Fuel is also expanding its gaming roster with the addition of OpTic Gaming, an esports, media and entertainment organization. "We are grateful to partner with such a prestigious beverage brand, as they share in the belief of our core values: precision and focus," said Ryan Musselman, president of Infinite Esports & Entertainment. "We look forward to helping launch the Mtn Dew Amp Game Fuel brand and are excited for all of the new content and opportunities they will bring for the Green Wall," a reference to one of the Call of Duty World League's training events.
In addition to creating the Mtn Dew Amp Game Fuel drink specifically for gamers, the product can was specifically designed to consider how gamers play. The resealable lid, created by Xolution, which specializes in innovative packaging solutions, allows for more uninterrupted game play and easy opening, the company said. The can's no-slip grip mirrors the sensory design of accessories and hardware in gaming.
Mtn Dew Amp Game Fuel will launch all four of its flavors—Charged Cherry Burst, Charged Berry Blast, Charged Tropical Strike and Charged Original Dew—in retail stores nationwide on Jan. 14, 2019, in 16-ounce cans. Consumers will be able to find it in the energy door of retail stores nationwide, the Purchase, N.Y., company said.
Danone North America added to its ready-to-drink line of cold-brew coffee with a new protein-enhanced beverage. Stok Protein Cold Brew Coffee is a mocha-flavored coffee drink that contains 20 grams of protein. It is packaged in a 15-ounce can and has 210 calories.
First Campbell Soup Co. moved its V8 juice brand into the energy-drink category with V8 +Energy and then Sparkling Energy. Now it’s trying the sports-drink angle with new V8 +Hydrate. The new plant-based hydrating drinks will launch in the fourth quarter in three flavors: Strawberry Cucumber, Orange Grapefruit and Coconut Watermelon.
The Coca-Cola Co. celebrated its new partnership in BodyArmor, which moves the sports drink into the Coca-Cola distribution system, with a visit from BodyArmor investor Kobe Bryant. The company also underscored that BodyArmor will continue to operate as an independent company (see related slide, next). Other products featured by Coca-Cola:
- Fairlife’s Core Power High Protein Milk Shakes are now available in five flavors: Chocolate, Banana, Vanilla, Strawberry and Coffee. Each drink has 26 grams of protein.
- Fairlife also launched Core Power Elite High Protein Milk Shakes in two flavors: Chocolate and Vanilla. Each drink contains 42 grams of protein.
- The Odwalla brand has added a Protein Shake line. The drinks are available in Vanilla and Chocolate flavors with 32 grams of protein, and Blueberry with 25 grams.
PepsiCo continued the crossover of its Mountain Dew brand with Mtn Dew Amp Game Fuel. The carbonated soft drink (CSD), energy drink, juice and sports-drink hybrid was sampled in Charged Berry Blast and Charge Cherry Burst flavors. Meanwhile, the drink maker also offered samples of Propel Vitamin Boost in Peach Mango and Strawberry Raspberry flavors, and Gatorade Zero in Berry and Glacier Freeze flavors.
On the heels of being acquired by Keurig Dr Pepper, Core Organic featured its antioxidant-rich drinks as functional beverages. The drinks are available in a variety of flavors, including Orange Mango and Cherry Berry Lime, as well as in a variety pack.
Nescafe Coffee Protein Smoothies is a new line of coffee drinks enhanced with 15 grams of plant protein from oats and almond butter. The drinks are available in Banana and Mocha flavors.
Optimum Nutrition is bringing the branding power of its protein powders to the beverage category in three product lines: Isopure, Amino Energy and Pure Pro 50 high-protein shakes. Zero-carb Isopure contains 20 grams of protein in three flavors: Apple Melon, Grape and Alpine Punch. Amino Energy drinks contain 100 milligrams of caffeine in four flavors: Grape, Watermelon, Blueberry Lemonade and Juicy Strawberry. And Pure Pro 50 contains 50 grams of protein in six flavors: Banana Cream, Chocolate Peanut Butter, Cookies & Cream, Milk Chocolate, Vanilla Bean and Strawberry.