The company has also been leaning on the Mountain Dew brand, which is known for its high caffeine content, to launch new energy drinks. In early 2020, Pepsi bought Rockstar Energy for $3.85 billion and revamped the brand. Energy drinks generated $14.15 billion in retail sales last year. Torres said, “there’s a lot of rejecters out there that think that energy drinks don’t taste good, so we wanted to stand for a flavor-forward drink”.Ĭoca-Cola and Pepsi have been pushing into energy drinks as soda consumption has fallen. The new line is available in six flavors: Pomegranate Blue Burst, Orange Breeze, Strawberry Melon Spark, Tropical Sunrise, Berry Blitz and Peach Mango Dawn. Mtn Dew Rise Energy will also help Pepsi compete against upstarts in the category that are touting healthier energy drinks such as MatchaBar or Mati Energy, which derive a caffeine punch from tea. Pepsi has been leaning into functional beverages, like Driftwell, which is meant to help consumers sleep.Ĭhief marketing officer of PepsiCo Energy, Fabiola Torres, said, “the company knows that it’s got stiff competition in the energy-drink category, so it wanted to create a product line that would appeal to more than just the typical consumer who buys energy drinks”. Its ingredients also include citicoline, which is often used in supplements that claim to boost memory. Every 16-ounce can also includes vitamins A and C and zinc to support the immune system. Mtn Dew Rise Energy contains roughly the same amount of caffeine in one can as two cups of coffee. NBA superstar LeBron James will be the face of the line, making his first product endorsement for PepsiCo. With an assist from NBA superstar LeBron James, Pepsico is hoping to win over coffee drinkers with a new line of energy drinks under its Mountain Dew brand by touting its taste and ability to invigorate consumers. In January, Casey’s incorporated numerous new drinks into its private-label line up to satisfy consumer cravings.PepsiCo, American Fast Moving Consumer Goods (FMCG giant), is launching a new line of energy drinks called Mtn Dew Rise Energy as the company doubles down on its bet on the category. 7-Eleven in the past has offered free any-size coffee and fountain drinks, along with several discounted drinks to boot, to welcome customers back after lockdowns. The new drink joins others offered at convenience stores to help win trips. Basketball celebrity Lebron James launched the drink for PepsiCo. Mtn Dew Rise Energy comes in six flavors, including Pomegranate Blue Burst, Orange Breeze, Strawberry Melon Spark, Tropical Sunrise, Berry Blitz and Peach Mango Dawn. “As energy beverages evolve to provide even more functional benefits, we're excited to introduce the new Mtn Dew Rise Energy for those looking for a morning boost with enhanced mental clarity and immune support that helps you conquer the morning to conquer the day,” said Fabiola Torres, CMO and senior vice president of the energy category for PepsiCo, in a press release. 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, PepsiCo said. The beverage has approximately 180 mg of caffeine, vitamins A and C, antioxidants, and fruit juice. With functional drinks flushing the market, it’s no surprise that PepsiCo has debuted its new energy drink, Mtn Dew Rise Energy, which is specifically formulated with ingredients to kick off the morning with a mental boost, immune support and zero grams of added sugar. Convenience stores know this better than anyone else. PURCHASE, N.Y.-Everyone needs something to drink once in a while.
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