Doing Mountain Dew's New Morning Drink, KickStart -- Let the Kicking Start

Categories: Food News

KickStart.jpg
LDD
Last week Mountain Dew announced a new breakfast drink, KickStart, and through a website offered free samples. Brown dropped mine off yesterday afternoon.

Mountain Dew has been dabbling in the breakfast business recently. Recall last year, Taco Bell tested Mountain Dew A.M., which was a mix of orange juice and the Dew, served only during breakfast hours. And soon, February 25 to be exact, their new morning concoction, KickStart, will be available at retail outlets.

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Yum, hexametaphosphate for breakfast!
KickStart is a mix of 5 percent "real fruit juice" and 92 milligrams of caffeine, which isn't too much for a grown adult; it's equal to about half of the caffeine in an 8-ounce Starbucks coffee. White grape juice concentrate serves as the fruit du jour and is the third ingredient listed on the label (behind carbonated water and high fructose corn syrup).

So, this is easy right? I slam PepsiCo for marketing a horrid drink to a young audience. I'll rant about how we're all fat and we'll need floating chairs like in Wall-E soon on account of our deteriorating bodies because of junk like KickStart. Then, I'll be all high horse and say I drink a cup of water in the morning. I'll preen like a peacock at my hate of this junk. Think that's what I'll do?

Yeah. Pretty much. There's really not any other way around it. It's the only angle I can come up with, other than potentially using it in some way for my kid's science project. "Will a plant grow faster with KickStart or die a fast and horrid death?"

So, have a glass of skim milk and maybe a boiled egg for breakfast. Or oatmeal with a banana and some cinnamon! Now we're talking. That's a great breakfast. But never mind fancy stuff, it's as simple as water. Water really is just fantastic. I mean, reeeeeally fantastic. I have no qualms with a cup of coffee either.

Are you wondering how it tastes? Like fruit punch soda mixed with an industrial plant. And it smells bad.

And, you know what else? PepsiCo will probably sell boatloads of it.

In other news, here's a great article from the New York Times, "The Extraordinary Science of Addictive Junk Food."

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