Dive Summary:

• PepsiCo says it sold $100 million worth of its breakfast launch Mountain Dew Kickstart in its debut year.
• The carbonated beverage contains 92mg of caffeine in a 16oz can.
• A nationwide marketing campaign ties the Kickstart brand to such iconic symbols of the Millennial generation as skateboards, the Brooklyn bridge and scruffy facial hair.

Dive Insight:

The caffeine load in Kickstart is pretty low by the standards of the energy drink industry. Kickstart offers 5.75 mg/fluid ounce. Red Bull comes in at 9.5 mg/fluid ounce.