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Mountain Dew’s new breakfast drink



Published: Tue, February 12, 2013 @ 12:00 a.m.

Mountain Dew’s new breakfast drink

NEW YORK

If you don’t like coffee or tea, Mountain Dew has a new breakfast drink that might perk you up.

PepsiCo Inc. is rolling out a new drink called Kickstart this month that has Mountain Dew flavor but is made with 5 percent juice and Vitamins B and C, along with an extra jolt of caffeine.

The company, based in Purchase, N.Y., is hoping to boost sales by reaching Mountain Dew fans at a new time of day: morning.

PepsiCo said it doesn’t consider Kickstart to be an energy drink, noting that it still has far less caffeine than drinks such as Monster and Red Bull and none of the mysterious ingredients that have raised concerns among lawmakers and consumer advocates.

But Kickstart, which comes in flavors such as “energizing orange citrus” and “energizing fruit punch,” nevertheless could give the company a side-door into the fast-growing energy drink market without getting tangled in any of its controversies.

The drink comes in the same 16-ounce cans as popular energy drinks made by Monster Beverage Corp., which also offers options with juice content. And the TV ad features young men skateboarding, reminiscent of the marketing themes used by energy-drink makers.

Romania: No fraud in horse-meat case

BUCHAREST, Romania

A maze of trading between meat wholesalers has made it increasingly difficult to trace the origins of food — enabling horse meat disguised as beef to be sold in frozen meals across Europe.

Finger-pointing has grown by the day, involving more countries and more companies. On Monday, Romanian officials scrambled to defend two plants implicated in the scandal, saying the meat was properly declared and any fraud was committed elsewhere.

France says Romanian butchers and Dutch and Cypriot traders were part of a supply chain that resulted in horse meat being labeled as beef before it was included in frozen dinners including lasagna, moussaka and the French equivalent of shepherd’s pie. The affair started earlier this year with worries about horse meat in burgers in Ireland and Britain.

British grocery chain Tesco said Monday that tests showed some samples of its frozen spaghetti meal contained more than 60 percent horse DNA.

Maker’s Mark cuts alcohol volume

LOUISVILLE, Ky.

The producer of Maker’s Mark bourbon is cutting — likely permanently — the amount of alcohol in each bottle to stretch every drop of the famous Kentucky whiskey. The alcohol volume is being lowered from its historic level of 45 percent to 42 percent — or 90 proof to 84 proof.

The brand known for its square bottles sealed in red wax has struggled to keep up with demand that more than doubled the past seven years. Distribution has been squeezed, and the popular premium brand has had to curtail shipments to some overseas markets.

Vindicator wire reports


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