Food Industry

Published on March 3rd, 2013 | by Matthew Lovitt


Mountain Dew Kickstart: The Latest in a Long Line of Breakfast Atrocities

Mountain Dew

“What is the ideal breakfast?”

It’s a question many of us have pondered, when trying to develop the healthy lifestyle habits that are invaluable in the quest for health and wellness. Answering the breakfast question may have just become more difficult with the release of PepsiCo’s Mountain Dew KickStart, aimed at further divorcing our best intentions from the behaviors that truly support health.


Greg Lyons, Mountain Dew’s vice president of marketing, tries to justify the latest in a long line of morally defunct consumer offerings by stating that, “our customers told us they are looking for an alternative to traditional morning beverages – one that tastes great, includes real fruit juice and has just the right amount of kick to help the start the day.”

What I believe is an attempt to ‘health-ify’ their soda, Kickstart’s contemptible 5% fruit juice hardly qualifies as even modestly healthful. However, I suppose it is sufficient for those who are committed to only drinking breakfast soda made with real fruit juice.

The only ‘redeeming quality’ I can find in Mountain Dew’s latest offering is that each 16 oz. serving contributes a relatively modest 92 milligrams of caffeine per serving when a can of Full Throttle contains a whopping 200 mg of caffeine, a large coffee from McDonald’s has 133 mg and a Diet Coke contains 47 mg.

While this move is contemptible in and of itself, what I find even funnier is that Pepsi launches KickStart while Coca Cola simultaneously launches an anti-obesity campaign.


Honestly, Kickstart may be a tasty way to get the extra burst of energy in the morning, but I am not going to jeopardize my health and wellbeing for a mild and largely unsatisfying case of the jitters.

Image credit: Creative Commons photo by Repoort.

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About the Author

A holistic nutritionist in the making, Matthew spends the majority of his time trying to unravel the beautifully complex relationship between food, health and spiritual well-being. While this may sound like a somewhat glamorous pursuit, his daily journey towards enlightenment often begins and ends in front of a computer or textbook with the occasional retreat to the kitchen to rejuvenate his mind and body. When not enthralled in his quest to greater understanding, Matthew can be found attempting some insane test of physical endurance on the highways of Arizona, eating peanut butter and banana bagel sandwiches in his pajamas, or watching cartoons with his amazing fiance and puppy. If you're interested in joining Matthew on his journey to health and wellness, please feel free to follow him on Twitter (@veggiematthew), Facebook or at his blog.

One Response to Mountain Dew Kickstart: The Latest in a Long Line of Breakfast Atrocities

  1. Pingback: Anna Lappe TED Talk: Marketing Food to Children | Eat Drink Better

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