The ingredient list on the can, according to the Mountaindew website includes: “CARBONATED WATER, SUGAR, ORANGE JUICE CONCENTRATE, CITRIC ACID, NATURAL FLAVOR, SODIUM BENZOATE (PRESERVES FRESHNESS), CAFFEINE, SODIUM CITRATE, GUM ARABIC, ERYTHORBIC ACID (PRESERVES FRESHNESS), CALCIUM DISODIUM EDTA (TO PROTECT FLAVOR), BROMINATED VEGETABLE OIL, YELLOW 5” (http://pepsiproductfacts.com/infobyproduct.php?brand_fam_id=1049&brand_id=1000&product=Mountain+Dew+Throwback). The notation also states that calories are 110 per service while the can itself notes 170 calories. Either way there is a clear sense that Pepsico has invested in this idea and developed a product that has successfully caught the attention of many consumers, some who previously drank Mountain Dew or other Pepsi products made with high fructose corn syrup and others that drank other beverages but were willing to try the throwback version and have become loyal to it.
In closing it is clear that the intention of Pepsico was to offer consumers something they were asking for, i.e. A healthier product. Though it is unclear how “healthy” this product is, the company has clearly successfully demonstrated that the numbers show that the launches were a success and that the throwback products will be around for a while.
In addition it is interesting to note that the product also contains at least 1 other natural ingredient, i.e. orange juice. Though the amount only amounts to 1% of the daily allowance of juice it still demonstrates at least some other consideration for consumers regarding the nutritional value of one of its greatest guilty pleasures, syrupy sweet and sugary soft drinks in alarming quantities.
Engber, Daniel (28 April 2009). “The decline and fall of high-fructose corn syrup.” Slate. http://www.slate.com/id/2216796/. Retrieved 27 June 2011.
Mountaindew Website (June 2011) http://www.mountaindew.com/#/products/throwback.php. Retrieved 27 June 2011.
Tanner, Steve (7 January 2010). “Mountain Dew Throwback — December 2009 Rerelease.” BevReview. http://www.bevreview.com/2010/01/07/mountain-dew-throwback-december-2009-rerelease/. Retrieved 27 June 2011.
Tanner, Steve (16 June 2010). “Pepsi, Dew Throwback to return for 3rd run in August for 5 weeks.” BevReview. http://www.bevreview.com/2010/06/16/throwback-thirds-pepsi-dew-throwback-to-return-for-3rd-run-in-august-for-5-weeks/. Retrieved 27 June 2011.
Tanner, Steve (7 January 2011). “Pepsi, Dew Throwback return in 2011 for 4th limited run, perhaps extended beyond 8 weeks.” BevReview. http://www.bevreview.com/2011/01/07/pepsi-dew-throwback-return-in-2011-for-4th-limited-run-perhaps-extended-beyond-8-weeks/. Retrieved 27 June 2011..