Britvic readies UK Mountain Dew launch
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Britvic is to launch US soft drink brand Mountain Dew in the UK next month to tap into the growth in the energy and stimulant drinks market.
The drinks firm is to introduce a citrus variant of the brand from April.
Mountain Dew will have a different formula to the drink available in the US, where it is not categorised as an energy drink.
The brand was available for a year in the nineties with its US formula but will now be relaunched as an energy drink.
According to the 2010 Britvic Soft Drinks Report, the Glucose and Stimulant drinks category was the fastest growing last year, up 7% to £567m in 2009. Top brands include Red Bull, Monster and Relentless, the latter two accounting for 58% of the growth in the category.
A spokeswoman for Britvic says there are no plans for a “huge” marketing campaign to support the launch in the hope that its “powerful” brand name will help its introduction.
Mountain Dew is owned by PepsiCo. Britvic makes, markets and distributes Pepsico brands in the UK.
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Readers' comments (31)
janet clarke | Tue, 6 Apr 2010 5:20 pm
pleaseeeeeeeeee keeeeeeeeep mountain dew the same we love it we can only get it when my son comes home from Germany !!!!!!!!
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chloe Clarke | Tue, 6 Apr 2010 5:22 pm
I love mountain dew keep it the same why change it ?
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Lee | Tue, 6 Apr 2010 6:55 pm
This is great news, will it be available in the main supermarkets?
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lee | Thu, 8 Apr 2010 1:14 pm
what is going to change in the formula? and when should we expect it?
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Stacey | Thu, 8 Apr 2010 9:55 pm
They're not changing mountain dew, they're just bringing in new flavors. And the new dew's are already hitting shelves, should be everywhere within a couple days!!
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Ollie | Fri, 9 Apr 2010 0:44 am
I love Mtn Dew but currently can only find it at specialist international food shops.
It's a shame this new UK version will be different to the US version, but better than nothing I guess.
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lee | Fri, 9 Apr 2010 3:28 pm
yeah i understand new flavours, i want the code red! maybe they will bring the dewmocracy flavours here!, does anybody know where the release is due? i cannot wait!!!! nectar of gods!
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Anonymous | Sun, 11 Apr 2010 7:30 pm
The only change it to comply with laws on ingredients, you shouldnt really notice the chance.
It will start hitting the shelves in the next few weeks, initially you will be able find it in Boots and Superdrug. Other flavors tbc.
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lee | Mon, 12 Apr 2010 3:12 pm
you mean it will come out in boots/superdrug first? or it will come out in the more commercial supermarkets? have they put a date on it yet?
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Jonathan | Thu, 15 Apr 2010 10:30 am
Is this a UK wide launch? Will it be available in Scotland as soon as it's available?
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