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Now Serving for Breakfast
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By Brenda Langerud
Feb. 12, 2013 3 p.m.

Now Serving for Breakfast
If you’re looking for an alternative to coffee, tea or juice for breakfast, you will soon be able to grab a breakfast Mountain Dew. Later this month, PepsiCo Inc. is rolling out a new breakfast drink called Kickstart. Pre-release promotion announces that Kickstart has Mountain Dew flavor but is made with 5 percent juice, has Vitamins B and C added and wait for it - an extra jolt of caffeine.
PepsiCo reports it is hoping to boost sales by reaching Mountain Dew fans at a new time of day: morning. Kickstart will come in flavors such as "energizing orange citrus" and "energizing fruit punch,. A TV ad for the product will feature young men skateboarding, reminiscent of the marketing themes used by energy drink makers.
The chief marketing officer for PepsiCo in America says the idea for Kickstart came about after the company learned through consumer research that Mountain Dew fans were looking for an alternative to traditional morning drinks such as coffee, tea and juice. "They didn't really see anything that fit their needs," he said.
So many parts of me are shouting, “Whoa!” that it is difficult to name them all. The Mom voice is saying, “not my kid drinking that!” The nutritionist voice wants to remind everyone that we continue growing and ensuring the density of our bones until our twenty’s and calcium in not found in soda. An adult voice is sighing and thinking that is not a very mature decision for good nutrition. And the financial management educator voice is saying, “They’ll probably make a lot of money off of that.” And that may be the difference that put Kickstart on the market and will keep it there

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