What's for breakfast? Restaurant offers Mountain Dew A.M.
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NEW YORK (AP) - Rise and shine. It's time for breakfast soda.
Taco Bell said Friday that
it's adding Mtn Dew A.M - a mix of Mountain Dew soda and Tropicana
orange juice - to its breakfast menu, which was rolled out earlier this
year at select locations. Separately, the industry tracker Beverage
Digest said that PepsiCo Inc. next year plans to introduce a drink made
with juice, Mountain Dew Kickstart.
Mtn Dew A.M. is mixed in restaurants and only available at Taco Bell. Kickstart would be a packaged drink sold by PepsiCo.
John Sicher, publisher of
Beverage Digest, noted that giving consumers drink options for the
morning is a way for companies to boost their performance. Overall, per
capita soda consumption has been on the decline since hitting its peak
in 1998.
Mountain Dew Kickstart
would also be a way for PepsiCo to feed off the popularity of energy
drinks, which saw sales volume grow by nearly 17 percent last year. Each
of the top three brands - Monster, Red Bull and Rockstar - saw
double-digit gains, according to Beverage Digest.
A representative for Taco
Bell wasn't immediately available to provide details on the orange
juice-to-soda ratio in Mtn Dew A.M., or how widely it was available
before earning a permanent spot on the breakfast menu. A PepsiCo
spokesman declined to comment about Kickstart.
Taco Bell, which is owned
by Louisville, Ky.-based Yum Brands Inc., announced the addition in
conjunction with its new A.M. Crunchwrap, which combines scrambled eggs,
cheese, a hash brown and bacon or sausage in a single tortilla. It has
680 calories with bacon, or 730 calories with sausage. A 16-ounce cup of
Mtn Dew A.M. has 160 calories.
The Mexican-style chain
introduced breakfast - which it refers to as "FirstMeal" - at about 800
restaurants in 14 states earlier this year. The chain plans to take the
menu national by 2014 if the test goes well.
Although Taco Bell is
looking to expand by offering higher-end options such as its new Cantina
Bell menu, it's also finding success by appealing to younger men who
crave junk food. In the U.S. sales at Taco Bell restaurants open at
least a year experienced double-digit growth during the second quarter.
Yum Brands attributed the boost to its new tacos featuring shells made out of Nacho Cheese Doritos.
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