Mountain Dew
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| Type | Citrus soft drink |
|---|---|
| Manufacturer | PepsiCo |
| Country of origin | United States |
| Introduced | 1964 |
| Color | Green, Blue, Red, Orange, Purple, and White |
| Flavor | Citrus lemon |
| Variants | Regular Diet Caffeine Free Caffeine Free Diet Throwback Code Red Diet Code Red LiveWire Baja Blast Pitch Black Game Fuel Voltage Revolution Supernova White Out Typhoon Distortion |
| Related products | Vault Mello Yello |
| Website | http://www.mountaindew.com/ |
Mountain Dew, currently stylized predominantly as Mtn Dew, is a soft drink distributed by PepsiCo, but remains its own brand. The formula was made and first marketed in Marion, VA, Knoxville and Johnson City, Tennessee, USA through the 1940s, then in Fayetteville, North Carolina by Barney and Ally Hartman. By 1964, it was being distributed across United States.[1] The formula still used today was created by Bill (William) Jones.
As of 2007, Mountain Dew was the 4th best selling carbonated soft drink in the United States, behind Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Mountain Dew's Diet version ranked 9th in sales.[2]
On October 15, 2008, Mountain Dew's official logo was redesigned to "Mtn Dew", as a result of a PepsiCo rebranding of its core products.[3][4]
Currently in the UK, a new drink called 'Mountain Dew Energy' has been introduced into the energy drink market.[5] Mountain Dew was previously marketed in the UK in 1995, with a TV spot having the strapline "Wild colour, smooth taste." It was unsuccessful, and the sale of Mountain Dew in the UK was discontinued (except for imports) by 1997.
| Serving size 8 fl oz (240 mL) | |||
| Servings per container 1 | |||
| Amount per serving | |||
| Calories 110 | Calories from fat 0 | ||
| % Daily value* | |||
| Total fat 0 g | 0% | ||
| Saturated fat 0 g | 0% | ||
| Trans fat 0 g | |||
| Cholesterol 0 mg | 0% | ||
| Sodium 40 mg | 2% | ||
| Potassium 0 mg | 0% | ||
| Total carbohydrate 31 g | 10% | ||
| Dietary fiber 0 g | 0% | ||
| Sugars 31 g | |||
| Protein 0 g | |||
| Vitamin A | 0% | Vitamin C | 0% |
| Calcium | 0% | Iron | 0% |
| *Percent daily values are based on a 2,000-calorie diet. Your daily values may be higher or lower depending on your calorie needs. | |||
Contents |
Ingredients
This sign dates from the 1950s. This logo was used as the basis for Mountain Dew" Throwback in 2010.
This logo was used in the 1970s, 1980s, and early 1990s. Used in 2009 for Mountain Dew Throwback.
The logo used from 1999 to 2001. Note that the font used in the succeeding logos looks almost exactly like this one.
Mountain Dew lists its ingredients as:
- Sugar (replaced by High fructose corn syrup (HFCS) in much of the United States)
- Concentrated orange juice
- Citric acid
- Natural flavors
- Sodium benzoate (preserves freshness)
- Caffeine (54 mg per 12 US fluid ounces (350 ml))[6]
- Sodium citrate
- Erythorbic acid (preserves freshness)
- Gum arabic
- Calcium disodium EDTA (label claims "to protect flavor" however its purpose more accurately stated is to prevent benzene formation by chelating the metal ions present in water that can act as catalysts in the reaction between sodium benzoate and erythorbic acid)
- Brominated vegetable oil
- Thiamin hydrochloride
Diet Mountain Dew:[7]
- Carbonated Water
- Concentrated orange juice
- Citric acid
- Natural flavor
- Citrus pectin
- Potassium benzoate (preserves freshness)
- Aspartame
- Potassium citrate
- Caffeine (36 mg/8 fl.oz.) -- equates to 54 mg/12 fl.oz.
- Sodium citrate
- Acesulfame potassium
- Sucralose
- Gum arabic
- Sodium benzoate (preserves freshness)
- Calcium disodium EDTA
- Brominated vegetable oil
- Yellow 5
Mountain Dew Throwback::.
- Carbonated water
- Sugar
- Citric acid
- Natural and artificial flavor
- Sodium benzoate (preserves freshness)
- Caffeine (55 mg per 12 US fluid ounces (350 ml))
- Gum arabic
- Brominated vegetable oil
Mountain Dew Throwback (re-release for Winter 09, has the old "Hillbilly" can design)::.[8]
- Carbonated water
- Sugar
- Orange juice concentrate
- Citric acid
- Natural flavors
- Sodium benzoate (preserves freshness)
- Caffeine (54 mg per 12 US fluid ounces (350 ml))
- Sodium citrate
- Gum arabic
- Erythorbic Acid
- Calcium disodium EDTA
- Brominated vegetable oil
- Yellow 5
- Mountain water
Mountain Dew Energy (UK)
- Carbonated water
- Sugar
- Citric acid
- Antioxidant (Ascorbic Acid)
- Caffeine (18 mg per 100ml)
- Flavourings
- Preservative (Potassium Sorbate)
- Stabilizer (Gum Arabic)
- Colour (Beta Carotene)
Promotions
AMP Energy
AMP is an energy drink distributed by PepsiCo under the Mountain Dew brand. Launched in 2001 AMP was originally known as "Mountain Dew AMP". From 2007–2008, several additional flavors of AMP were introduced.
DEWmocracy
DEWmocracy[9] featured actor Forest Whitaker and fashion designer Leslie Vinyard asking people to decide the next new flavor of Mountain Dew. Online voters would select from three choices: Supernova, a strawberry-melon flavor, Revolution, a berry flavor, and Voltage, a raspberry-citrus flavor. Each included ginseng. On August 17, Voltage was announced as the winning flavor. It was released on December 29, 2008.[10]
Mountain Dew announced another DEWmocracy campaign for 2010. Before it started, "DEW Labs" trucks went around in July 2009 with seven flavors. Fifty boxes with the seven flavors were also sent out. Out of all seven flavors, taste testers were to choose the three for DEWmocracy. The three new candidate flavors are Mountain Dew Typhoon (red-orange), which was a tropical strawberry-pineapple flavor, Mountain Dew White Out (white), which is a smooth citrus flavor, and Mountain Dew Distortion (green), which was a lime flavor. The three new candidate flavors were released on April 19, 2010 and voting continued until June 14 on the official Dewmocracy website. The next day, White Out was announced as the winner. White Out will be officially released in October 2010. It will be available as a Slurpee in 2011.
Doritos Quest
In 2008, Doritos debuted a mystery flavor known as "Quest." Featuring a campaign of online puzzles and prizes to identify the Quest flavor. The flavor was later identified as Mountain Dew.[11]
Flavors and varieties
Current
- Mountain Dew (1964 – Present) – PepsiCo’s original and signature flavor in the Mountain Dew family.
- Caffeine-Free Mountain Dew (1976 – Present) – Non-caffeinated Mountain Dew. Available in various parts of the United States. In Canada and Australia, it is sold as regular Mountain Dew as neither country sell the original Mountain Dew.
- Diet Mountain Dew (1984 – Present) – No-calorie Mountain Dew. Diet was formerly known as “Sugar-Free Mountain Dew” until 1986.[12] In 2006 Diet Mountain Dew was reformulated with a new “Tuned Up Taste,” it is now sweetened with a blend of sucralose, aspartame, and acesulfame potassium. The previous formulation only used aspartame. Diet Mountain Dew is currently Pepsico's fastest growing carbonated soft drink.
- Caffeine-Free Diet Mountain Dew (1984 – Present) – No-calorie, non-caffeinated Mountain Dew. Available in limited locations in the United States. In Canada it is simply labeled as “Diet Mountain Dew.”
- Diet Mountain Dew Fountain (1989 – Present) – A variation of Diet Mountain Dew that uses treated water instead of carbonated water in its formula.[13] Available as a fountain beverage at limited locations.
- Mountain Dew Code Red (2001 – Present) – Cherry Mountain Dew. Code Red is not the same as the original Mountain Dew Red. New Zealand release replaces cherry with a generic berry flavor.
- Diet Mountain Dew Code Red (2002 – Present) – A No-calorie No-sugar cherry Mountain Dew. Available in limited areas only.
- Mountain Dew LiveWire (2003 – Present) – An orange colored, tangerine flavored Mountain Dew. LiveWire was initially introduced in 2003 as a limited edition flavor for the summer. In 2005, after seeing two years of limited summer releases, LiveWire became a permanent addition to the Mountain Dew family. However, availability is limited in some regions, and in many areas is unavailable.
- Mountain Dew Baja Blast (2004 – Present) – A tropical lime-pineapple flavored Mountain Dew. Available exclusively as a fountain drink at Taco Bell restaurants, although some found that the Mountain Dew Game Fuel Alliance Blue (see below) limited edition flavor was similar to Baja Blast and was sold in stores.
- Mountain Dew MDX (2005 – present) – A Mountain Dew flavored energy soda. It was named “Mountain Dew X” during its national test marketing phase. Despite it being technically discontinued, it's still available in some markets.
- Mountain Dew Voltage (2008 – Present) – A deep blue colored raspberry-citrus and ginseng flavored Dew. This flavor was one of the three “candidate flavor” finalists for DEWmocracy's first “People’s Dew” national vote. It was released in stores on May 19, 2008 as a limited edition flavor so that people could taste test which flavor they like best before voting. It was announced on August 17, 2008 that Voltage was the final winner; therefore, it became a permanent addition. It was released on December 29, 2008.[10]
- Mountain Dew Blue Shock Freeze (2008–Present) - A blueberry Slurpee flavor.
- Mountain Dew Thin Ice Freeze (2009–Present) - A blueberry flavored Slurpee.
- Mountain Dew Cherry Fusion (2009–Present) - A cherry flavored fountain drink. It has a stronger cherry flavor than Code Red. Most dispensers are usually just reset to add additional cherry syrup to the standard Code Red mix.
The first DEWmocracy trio, Voltage being the winner.
- Mountain Dew Energy (2010) - UK exclusive. It mostly tastes the same as its American counterpart, but has higher contents of caffeine and real sugar. Not the same as Dew Fuel.[14][15]
- Mountain Dew White Out (2010) – A white-colored citrus flavored Dew. This flavor was part of the second Mountain Dew "DEWmocracy: Collective Intelligence" promotion. It was released in stores on April 19, 2010 as a limited edition flavor so that people could taste test which flavor they like best before voting. It was announced on June 16, 2010 that White Out was the final winner; therefore, it will become a permanent addition. It will be officially released in October 2010. In 2011 it will also be available in slurpee form. The taste and color are said to be similar to Squirt.
- Mountain Dew Throwback (2009-August 2010) – Mountain Dew made with natural sugar (instead of HFCS) that has so far been sold only in the summer and winter of 2009 and summer 2010. The 2009 and 2010 versions are slightly different from each other; the 2009 version used a retro 70s/80s logo for the label, while the 2010 version used a white, red and green color scheme featuring the iconic cartoon Willy the Hillbilly. The 2009 version omitted the orange juice concentrate from the formulation; however, orange juice was restored to the formulation in 2010.
Discontinued
- Mountain Dew Red (1988) – Fruit Mountain Dew. Red was the first Mountain Dew flavor variation.
- Diet Mountain Dew Red (1988) – No-calorie fruit Mountain Dew.
- Mountain Dew Sport (1990–1991) – Only test marketed in several states, as a Mountain Dew flavored sports drink.
- Diet Mountain Dew Sport (1990–1991) – Only test marketed in several states, as a no-calorie Mountain Dew flavored sports drink.
- Mountain Dew Blue Shock (2001) – Berry-citrus flavored Mountain Dew.[16] Blue Shock failed to sell in the test market, Chicago, and was later released nationwide only in Slurpee form exclusively at 7-Eleven stores, but now is available at select Marcus Theatres in Icee form. Brought back briefly for a limited time in March 2007 and in July 2008.[17]
- Dew Fuel (2002–2007) – A caffeinated version of Mountain Dew offered in Canada. Marketed as a natural health product and not as a soft drink due to Health Canada regulations[18] that only allow caffeine in 'dark-colored' varieties of soft drinks such as cola and root beer. Originally called “Mountain Dew Energy” until given its present name in 2006. In early 2007, Pepsi-QTG Canada cited that Dew Fuel is out of production.
- Dew Fuel Sugar-Free (2002–2007) – No-calorie Dew Fuel. The caffeinated version of Diet Mountain Dew offered in Canada. Was originally called “Mountain Dew Energy Sugar-Free” until 2006.
The second DEWmocracy trio, White Out being the winner.
- Mountain Dew Pitch Black (2004) - Grape flavored Mountain Dew released for the 2004 Halloween season.
- Mountain Dew Maximum Cream Slush (2004–2008) – A frozen, no-sugar, no-carbonation fruit slush sold in participating 7-11 convenience stores.
- Darth Dew (2005) – Tangy grape Mountain Dew Slurpee flavor.[19] It was available exclusively at 7-Eleven stores as part of a promotion for the theatrical release of Star Wars Episode III.
- Mountain Dew Pitch Black II (2005) – Sour grape Mountain Dew. Limited edition flavor for Halloween. “Sequel” to the original Pitch Black.
- Mountain Dew Pitch Black Freeze (2006) – A rerelease of Pitch Black in slurpee form for the Halloween season. This was the last form of Pitch Black released.
- Mountain Dew Arctic Burst (2006) – A Mountain Dew Slurpee flavor available exclusively at 7-Eleven stores as part of a promotion for the theatrical release of Superman Returns. The Slurpee is blue in color and said to taste like blueberry. While the official name is “Arctic Burst”, as seen on the actual Slurpee machine,[20] it has also been seen mislabeled under the name “Arctic Blast” in some official online advertisements.[21]
- Kryptonite Ice (2006) – A Mountain Dew Slurpee flavor available exclusively at 7-Eleven stores as part of a promotion for the theatrical release of Superman Returns. The Slurpee is green in color and the flavor seems to be tropical, like mango.
- Sugar-Free Mountain Dew MDX (2005–2006) – No-calorie Mountain Dew flavored energy soda.
- Mountain Dew Clash (2007) – A blueberry flavored Mountain Dew that was test marketed in select places in February 2007.
- Mountain Dew Game Fuel (2007) – A limited edition citrus cherry Mountain Dew flavor released in August 2007 to promote the release of Halo 3, an Xbox 360 game. The taste of Game Fuel has been compared to the energy drink Amp Overdrive, a drink sold under the Mountain Dew brand name, as well as to Mountain Dew Code Red and Mountain Dew LiveWire. This drink was made available again in 2009, and was sold under the name "Mountain Dew Game Fuel Horde Red", marketing the game World of Warcraft instead of Halo.
- Dew Iced (2007–2008) – A Mountain Dew flavored smoothie that used to be available exclusively at Cold Stone Creamery stores.
- Mountain Dew Supernova (2008) – A magenta colored strawberry-melon flavored Dew with ginseng. One of the three “candidate flavor” finalists for DEWmocracy's “People’s Dew” national vote, it lost to Mountain Dew Voltage. Contrary to popular belief, it came in 3rd place. not 2nd place.
- Mountain Dew Revolution (2008) – A sky blue colored, wild berry fruit flavored Dew with ginseng. One of the three “candidate flavor” finalists for DEWmocracy's “People’s Dew” national vote, it lost to Mountain Dew Voltage. It came in 2nd place. It had held the highest amount of votes until the end when Voltage suddenly took over.
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Game Fuel – WoW
- Mountain Dew Game Fuel Horde Red (2009) – Limited edition of the original cherry-citrus flavor to be released as a promotion with World of Warcraft.
- Mountain Dew Game Fuel Alliance Blue (2009) – Limited edition Wild Berry flavored released as a promotion with World of Warcraft.[22]
- Diet Mountain Dew Ultraviolet (2009) – a lavender-colored, mixed berry flavored Dew available for three months in 2009; branded as zero calorie Dew. It was released on August 3 at a first taste party in Brooklyn, New York.[23]
- Mountain Dew Distortion (2010) – A neon green-colored, lime flavored Dew. Part of the second Mountain Dew "DEWmocracy: Collective Intelligence" promotion. It lost to Mountain Dew White Out, and came in 3rd Place. Because of its similarity in color to the original Mountain Dew, consumers have confused this flavor with the original (to the point where the lime flavor has occasionally been bought by mistake), though Pepsi marketed it in a clear bottle with a black label (as opposed to the green-plastic bottle with a green label used by the original Mountain Dew) in an attempt to avoid this.
- Mountain Dew Typhoon (2010) – A red orange-colored, tropical strawberry-pineapple flavored Dew. Part of the second Mountain Dew "DEWmocracy: Collective Intelligence" promotion. Some consumers, although not many, confused Typhoon with code Red, despite some of the obvious differences in shade of red and the packaging design. It lost to Mountain Dew White Out, and came in 2nd Place. The minor confusion with code Red may be what caused it to come in 2nd place.
Non-Pepsi bottlers in U.S.
There are only three non-Pepsi franchises in the United States that make Mountain Dew. When Mountain Dew was acquired by Pepsi, there were 56 franchise agreements, 16 of which were not held by a Pepsi bottler.[24]
- West Jefferson Dr Pepper (WJDP) of West Jefferson, N.C. is the only bottler in the U.S. to produce Mountain Dew with cane sugar[25] (instead of High Fructose Corn Syrup, or HFCS).
- RC Cola Bottling of Winchester, Winchester, Va. markets caffeine-free Mountain Dew and caffeine-free Diet Mountain Dew, and the products are sold in the northern Shenandoah Valley of Virginia and in nearby West Virginia.
- Dr Pepper of Staunton, Staunton, Va. does not make Mountain Dew, but instead buys it from regional Pepsi bottling plants. Their territory extends from south of the RC Winchester territory to south of Staunton.
Urban legends
Two unfounded urban legends about Mountain Dew exist. One is that it causes shrunken testicles and/or penis size. The other is that it lowers sperm count. Both myths are typically attributed to the dye Yellow #5 (tartrazine).[26][27]
Yellow #5 has never been scientifically linked to any of the alleged effects in the legends, nor has any other component of the drink. Thus, there is no evidence that Mountain Dew is any more hazardous (or beneficial) to health than other caffeinated, sugar-sweetened soft drinks, provided one is not allergic to Yellow #5.
See also
- Surge (drink)
References
- ↑ "About Dew: Mountain Dew History". MountainDew.com. http://www.mountaindew.com/#/aboutdew/history.php.
- ↑ "Special Issue: Top-10 CSD Results for 2007" (PDF). Beverage Digest (Bedford Hills, New York): p. 2. 2008-03-12. http://www.beverage-digest.com/pdf/top-10_2008.pdf. Retrieved 2008-09-14.
- ↑ "Pepsi to redesign core products icon". BevNET.com. 2008-10-13. http://www.bevnet.com/news/2008/10-13-2008-pepsi_redesign.asp.
- ↑ "Pepsi rolls out £700m global brand makeover". BrandRepublic. http://www.marketingmagazine.co.uk/news/855193/Pepsi-rolls-700m-global-brand-makeover. Retrieved 2009-05-12.
- ↑ [1]
- ↑ "Pepsi Product Information". http://www.pepsiproductfacts.com/infobyproduct.php?brand_fam_id=1049&brand_id=1000&product=Mountain%20Dew&or=md. Retrieved July 8, 2010.
- ↑ Ingredient list of Diet Mountain Dew bottle, PepsiCo, Inc., 2010.
- ↑ Ingredient list of Mountain Dew (throwback) can, PepsiCo, Inc., 2010.
- ↑ officially written by PepsiCo as DEWmocracy
- ↑ 10.0 10.1 "DEWmocracy". Dewmocracyvoltage.com. http://www.dewmocracyvoltage.com/faq.html. Retrieved 2010-04-03.
- ↑ Koski, Genevieve. "Taste Test: Mountain Dew "Quest" Doritos". The A.V. Club. http://www.avclub.com/content/feature/taste_test_mountain_dew_quest. Retrieved 2010-04-03.
- ↑ "Mountain Dew". Usasoda.com. http://www.usasoda.com/pepsidew.htm. Retrieved 2010-04-03.
- ↑ [2]
- ↑ http://www.marketingweek.co.uk/news/britvic-readies-uk-mountain-dew-launch/3011896.article
- ↑ http://www.hodgson.trelader.btinternet.co.uk/News.htm
- ↑ "7-Eleven launches Mountain Dew Blue Shock Slurpee – Dallas Business Journal:". Bizjournals.com. 2002-05-31. http://www.bizjournals.com/dallas/stories/2002/05/27/daily35.html. Retrieved 2010-04-03.
- ↑ "– Slurpee Nation". Slurpee.com. http://slurpee.com/. Retrieved 2010-04-03.
- ↑ "Canada Food and Drug Regulations (C.R.C., c. 870) Table VIII". http://lois.justice.gc.ca/en/ShowFullDoc/cr/C.R.C.-c.870///en.
- ↑ "Star Wars: Episode III | Revenge is a Sith Best Served Cold: Pepsi's New Darth Dew". Web.archive.org. 2005-05-05. Archived from the original on 2006-03-07. http://web.archive.org/web/20060307230025/http://www.starwars.com/episode-iii/release/promo/news20050505.html. Retrieved 2010-03-23.
- ↑ ""Mountain Dew Arctic Burst" labeled Slurpee Machine". http://www.x-entertainment.com/updates/pics/superslurp/1.jpg.
- ↑ "Google cached "Mountain Dew Kryptonite Ice" & "Mountain Dew Arctic Blast" (aka mislabeled "Mountain Dew Arctic Burst") coupon advertisement (found to be inactive as of March 27, 2008)". Archived from the original on 2006-06-13. http://web.archive.org/web/20060613142203/http://www.dewslurpees.com/Index.aspx.
- ↑ "Coming Soon: Mountain Dew Game Fuel Horde Red & Alliance Blue » World of Warcraft Mtn Dew beverages in two flavors: citrus cherry Horde Red and wild fruit Alliance Blue". BevReview.com. http://www.bevreview.com/2009/03/18/mountain-dew-game-fuel-horde-red-alliance-blue/. Retrieved 2010-03-23.
- ↑ "Facebook – Diet Mountain Dew First Taste Party". http://www.facebook.com/event.php?eid=236109960332. Retrieved 2009-08-04.
- ↑ "Mountain Dew Collectibles". Web.archive.org. 2007-02-03. http://web.archive.org/web/20070203221904/http://dewcollector.com/articles2.shtml. Retrieved 2010-04-03.
- ↑ "– West Jefferson Dr Pepper". Glassbottlesoda.org. 2010-01-16. http://www.glassbottlesoda.org/bottlers/wjefferson.shtml. Retrieved 2010-04-03.
- ↑ http://www.snopes.com/medical/potables/mountaindew.asp Don't Overdew It. Snopes.com
- ↑ http://urbanlegends.about.com/od/fooddrink/a/mountain_dew.htm With All Dew Respect Is Mountain Dew a contraceptive? By David Emery, About.com Guide.
External links
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