Leading soft drinks manufacturer Britvic and PepsiCo UK are expanding the Mountain Dew Energy range with the introduction of a 440ml can specifically designed for the convenience channel. A sugar-free Mountain Dew will also be hitting the shelves.
Mountain Dew Energy was the number one new product introduced to the energy segment in 20101. The launch of the new 440ml format will be a first in the glucose energy sub-category and build both the credentials and consumer appeal for the brand that recently won Product of the Year at the 2011 Convenience Retail Awards.
Get energised the sugar free way
The launch of the new can formats is due to significant consumer demand for a glucose energy can in a 440ml format in the market, especially in convenience outlets. The new 440ml cans will set Mountain Dew apart from other glucose energy drinks in the market, which has been traditionally dominated by PET formats.
440ml Can is available now in cash and carries nationwide, in 99p price marked packs to ensure consumers feel that are getting value for money from the an on-the-go energy boost. The Mountain Dew Sugar Free and Mountain Dew Energy 440ml formats will join the Mountain Dew Energy 500ml PET format that launched back in May 2010.
Get plugged in with Mountain Dew
Noel Clarke, Brand Controller for Mountain Dew Energy at Britvic, commented:
“Canned energy drinks have the largest share of the canned soft drinks market, with growth in double digits, so we feel that there is a big opportunity for the Mountain Dew Energy and Mountain Dew sugar free 440ml cans, especially as the format is a first for the glucose energy sub-category and offers a strong point of difference. The decision to launch a new 440ml range also follows research that has shown that consumers like their drink in a can, as they feel they get a different type of refreshment flavour to a bottle.
“We hope that by offering both a PET and can on-the-go formats, the Mountain Dew Energy brand will continue to appeal to consumers of glucose energy drinks and drive sales further. We have worked hard to ensure that Mountain Dew Energy is formulated in such a way that it is a great tasting product that consumers have enjoyed since its launch last year. We recommend that retailers take advantage of the sales opportunities the new format presents.”
1 Nielsen Scantrack convenience Value - 52 week to 27.11.10