Mountain Dew blends citrus with grape flavours
SOFT drinks brand Mountain Dew has unveiled its new Pitch Black flavour, bringing together a blend of citrus and grape flavours.
The new variant is exclusive from Booker outlets now, with plans for a nationwide roll out across retail channels from November this year.
Parent firm Carlsberg Britvic seeks to use the new launch to build on Mountain Dew’s position within the soft drinks category. The brand is now worth £32.6million in retail sales value, according to Nielsen data, and provides retailers with a new single-serve option in the range.
Each bottle features a bold dark purple colour alongside some space-inspired packaging to deliver a distinctive look across shelves and has been crafted to support retailers who are catering for consumers seeking for something new and different within the soft drinks category.
Mountain Dew Pitch Black has launched now across Booker in 500ml price-marked packs, with an on-pack price of £1.75, in cases of 12 bottles. PoS support includes full barkers, an A4 poster, window vinyl and strut cut with bottle cut out which is available via Carlsberg Britvic’s At Your Convenience platform.
David Laidler, brand director of carbonates at Carlsberg Britvic, said: “Mountain Dew is flying, with sales up over 11.5% year on year. Our bold new Pitch Black flavour innovation offers customers an opportunity to build on that momentum. With its bold taste, striking dark liquid and standout pack, it’s sure to grab shoppers’ attention.
“We’re confident Pitch Black will deliver strong sales by exciting fans, while bringing new consumers into the Mountain Dew brand.”
