Breakfast used to consist of either a bowl of cereal with milk, a full English fry-up, a Continental croissant with jam, or a simple slice of toast and butter. But as people’s lives have gotten busier and time for breakfast has slipped away, companies have has to come up with alternatives to a sit down traditional meal. These have typically focused on a quick snack, such as a breakfast biscuit, a toasted pop tart type affair, or even porridge in a tub that can be reheated at work.
This is all set to change as soft drinks company Mountain Dew have figured out that apparently we now don’t even have time to eat, and they have come up with a range of breakfast drinks that are guaranteed to wake you up, and deliver a boost, first thing in the morning.
Mountain Dew’s new Kickstart drinks are being promoted as a breakfast beverage for those of us who don’t like the taste of tea or coffee, and don’t have time in the morning for a proper breakfast. And althought you might think they sound a little like energy drinks, PepsiCo Inc. who is rolling out the new drink later this month, says that is not so.
The Kickstart drinks do contain caffeine that energy drinks typically have, but a much less concentrated amount, and they are also made with 5 percent juice and Vitamins B and C. The company state that their new drinks do not contain any of the mystery ingredients that the new breed of energy drinks such as Monster and Red Bull are said to contain, and that have raised concerns with parents across the US.
And as such, because Kickstart is relying on more natural ingredients, and comes in flavors such as “energizing orange citrus” and “energizing fruit punch,” they could tempt away some of the consumers of the drinks with undisclosed ingredients.
The Kickstart drinks have been manufactured in the same 16-ounce cans as popular energy drinks made by Monster Beverage Corp., and chief marketing officer for PepsiCo’s Americas beverages – Simon Lowden, said that 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. He stated: “They didn’t really see anything that fit their needs.”
Lowden said Kickstart was developed independently from a Taco Bell breakfast drink introduced last year that combines Mountain Dew and orange juice.
Kickstart has taken advice about concerns of the amount of sugar in soda drinks, and as such they only use artificial sweeteners to reduce its caloric content to about half that of regular soda; a can has 80 calories. This comes after the government in the UK were discussing a new law which would see a new tax specific to sugary drinks being raised in parliament.
It seems that Kickstart could be the beginning of a new type of drink that delivers energy and other health benefits, but without the addition of sugar and other unhealthy additives.
John Sicher, publisher of the trade journal Beverage Digest thinks this is the way the drinks industry should be heading: “It’s a very interesting experiment capturing a number of attributes,” Sicher said, likening it to Starbucks’ Refreshers drinks, which promise “natural energy” from green coffee extract.
In recent years the soft drink market has started to decline, and it is thought that this is in direct correlation to the rise of the energy drink. However, the popularity of the energy drink market has not gone unchecked, as concerns of high levels of caffeine in these types of drinks have been questioned by bodies such as the Food and Drug Administration.
Kickstart contains 92 milligrams for a 16-ounce can, whilst a regular can of Mountain Dew would contain around 72 milligrams of caffeine. A can of PepsiCo’s Amp energy drink has 142 milligrams, according to the Center for Science in the Public Interest.
By comparison, a 16-ounce cup of Starbucks coffee has 330 milligrams of caffeine.
Source: Huffington Post USA