With Mountain Dew Kickstart, Pepsi looks to be trying a different strategy. Yet reviews of the updated Amp have been mixed, with BevReview claiming that Pepsi had “ruined” Amp’s flavor profile. Late in 2012, Pepsi relaunched Amp with an updated flavor. In 2009, Mountain Dew was dropped from the label, making Amp its own brand.Īlthough Amp is top-five-selling energy drink, it has always lagged far behind market leaders Red Bull and Monster Beverage. Back then, the drink was labeled under Pepsi’s popular Mountain Dew brand (“Amp from Mountain Dew”). Pepsi’s primary energy drink is called Amp, which was originally launched in 2001.
The company looks to be trying once again, this time with Mountain Dew Kickstart. Pepsi, despite its extensive success in the soft drink world, has never been able to crack into the growing energy drink market.
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