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Mountain Dew Throwback comes back in full swing

BY Allison Cerra

PURCHASE, N.Y. — Mountain Dew is delivering a blast from the past to consumers with the return of Mountain Dew Throwback.

The beverage, which is made with real sugar, initially was brought back in 2009 for a limited time. Now, the soft drink has gained a permanent home on store shelves.

To celebrate, Mountain Dew has unveiled the "Throwback Shack" — which features Willy, Mountain Dew’s 1960s animated pitchman — an interactive experience that offers consumers a chance to win various prizes and to look at past Mountain Dew TV spots. Mountain Dew VP marketing Brett O’Brien said the Throwback Shack is “an interactive celebration of all things Dew.”

Click here to visit the Throwback Shack.

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ReportersNotebook — Consumables, 7/11/11

BY DSN STAFF

SUPPLIER NEWS — Post Foods has expanded its Pebbles cereal lineup with a limited-edition flavor. New Pebbles Boulders Stone Age caramel apple now is available on store shelves nationwide. Each serving of the new cereal, which features caramel-flavored boulders and dinosaur bones, contains 110 calories and 16 g of whole grains, while providing 10 essential vitamins and minerals, Post said. Post said it will continue to introduce more limited-edition Boulders flavors throughout the year.


Kraft Foods is boosting its marketing efforts for its Stride gum brand with a new campaign. The “Be Ridiculously Long Lasting” campaign, which runs through Oct. 12, aims to create the record for the “longest lasting streak of long-lasting records,” posting a record-breaking video daily on its Facebook page, YouTube channel and a Record Setter Web page for 100 days. The campaign also encourages consumers to upload their own attempts to break the records posted by Stride — such as the most hopscotch hops in 30 seconds while piggybacking an adult and the most table tennis balls bounced into cups in one minute. At the end of 100 days, the final 100 record holders will win a cash prize of $500 for their long-lasting achievement.


Keebler has introduced a wholesome sweet treat. New Keebler granola fudge bars feature oats, rice, honey and real Keebler fudge, and are a good source of fiber and whole grains, the brand said. Keebler granola fudge bars are available at retailers nationwide in the granola bar aisle for a suggested retail price of $3.09.

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Crafting excitement in beer segment

BY Barbara White-Sax

Momentum in the beer category is coming from craft beers. “Craft beers are growing at a 10% clip,” said Eric Shepard, executive editor of Beer Marketer’s Insights. “Seasonals and variety packs are the big news, and Indiana Pale Ales are very hot right now.” 


There hasn’t been much innovation in mainstream beers, and the category has remained stagnant as a result. Premium light beers have been showing signs of improvement, a spike that may be due to consumers trading up from subpremium beers. “The subpremiums have taken a hit since manufacturers raised prices in the segment,” Shepard said. “With the gap between premiums and subpremiums narrower, consumers just traded up.”

 

The article above is part of the DSN Category Review Series. For the complete Beer Sell-Through Report, including extensive charts, data and more analysis, click here.

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