PepsiCo recently announced the launch of Mountain Dew Kickstart, a breakfast beverage containing 5% fruit juice and more caffeine than an average soft drink. Pepsi is positioning the product as an alternative to morning coffee and hopes to take shares away from both the coffee market and the energy drink market. By positioning the product under the Mountain Dew name, Pepsi is reaching out to Mountain Dew’s niche fan base; but this move may alienate some potential consumers.

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