Monster to unleash Mutant on Mtn Dew

by Keith Nunes
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Monster Mutant drink
Monster's new Mutant soft drink will contain contain 115 mg of caffeine per 20 oz container.

CORONA, CALIF. — Monster Beverage Corp. plans to introduce a carbonated soft drink called Mutant that will extend its product portfolio beyond energy beverages and compete directly with PepsiCo, Inc.’s Mtn Dew brand. Later in the year the company also plans to introduce Monster Hydro, a bottled water energy drink.

Calling Mutant a “super soda,” Rodney Sacks, chairman and chief executive officer, said the new product will launch during the third quarter of this year and contain 115 mg of caffeine per 20 oz container, a slightly higher level than other beverages in the category, according to the company.

Rodney Sacks, Monster Beverage Co.
Rodney Sacks, chairman and c.e.o. of Monster

“… If you look at the convenience channel the Mountain Dew 20 oz is the leading product,” Mr. Sacks said June 14 during the company’s annual shareholders meeting. “And so that is the target.”

Mutant initially will be merchandised in the C.S.D. section of convenience stores and Mr. Sacks estimated its price point to be around $1.99 per beverage.

“It’s the evolution of sparkling refreshment, the perfect balance of drinkability and energizing flavor,” Mr. Sacks said.

PepsiCo’s Mtn Dew line features original Mtn Dew, Diet Mtn Dew and Kickstart. Mr. Sacks said he feels the line is targeting his products and that Monster’s new relationship with The Coca-Cola Co. makes now the perfect time for the company to respond.

Mtn Dew products
PepsiCo’s Mtn Dew line features original Mtn Dew, Diet Mtn Dew and Kickstart.

“… Together we are … putting our resources together to basically go after and compete with the leading C.S.D. in the convenience space, which is Mtn Dew and which is really attacking us on our flanks,” he said.

Mr. Sacks added that profit margin expectations for Mutant will be lower than for other Monster beverages because of the number of parties involved, including Monster Beverage, Coca-Cola and the bottler, and the product’s price point compared to other Monster products will be lower as well.

The company is also not planning a major advertising campaign around the product launch.

“… That’s something we’ve never done,” Mr. Sacks said. “And it doesn’t mean we won’t do it, but at this point in time it’s not on the front.”

During the fourth quarter of this year Monster Beverage will be introducing Hydro, a non-carbonated energy hydration drink.

Monster Hydro drink
During the fourth quarter, Monster Beverage will be introducing Hydro, a non-carbonated energy hydration drink.

“You've got bottled water from mountains, glaciers, virgin springs, tropical islands and the Arctic,” Mr. Sacks said. “It is mineralized, fortified, ionized, electrified, pH balanced … straight out of the city tap. What’s the point? You’ve got to hydrate everyday so you might as well enjoy a boost while you’re at it.

“Monster Hydro, non-carbonated, lightly sweetened with natural flavors to make it thirst quenching and easy drinking. We added just enough of that Monster magic to get you fired up.”

The product will be available in 500 ml cans that feature an aluminum cap. At 120 mg of caffeine per can, Hydro will feature less caffeine than traditional Monster beverages.

“The process positioning for Hydro is it’s an energy drink,” Mr. Sacks said. “It’s just a different form of energy drink.”

He added that the product’s price will be in the range of $2.69 to $2.89 depending on where it is sold.

“We believe Hydro is one of those good opportunities for us to create something that's new and that's different,” Mr. Sacks said.
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READER COMMENTS (16)

By 8675309 12/13/2017 4:15:58 PM
@Meme King Its more like mtn dew game fuel when you look at caffiene content

By Brittany 2/14/2017 5:42:58 PM
Where can I buy these new mutant monsters?

By Andrew 2/4/2017 8:00:11 PM
Mutant is the most disgusting soda I've ever had. Monster needs to stick to energy drinks. I will def keep buying regular monster.

By Meme King 12/1/2016 5:12:38 PM
Mutant is literally Mountain Dew with a different label… but it okay I guess. I'll stick to monster

By Lisa Hopkins 11/17/2016 9:29:28 PM
Omg! Mutant soda is so epically awesome! Brought one home to try and my fiance was like when are they going to sale in 2Liters? We are huge fans of monster as well! Especially the green ones and mutant is a new fav!

By Sean 11/13/2016 9:30:53 PM
Monster muta t very good with vodka

By Joel 11/1/2016 8:58:49 AM
White Mountain Dew like to try the new energy monster soda

By James 10/29/2016 11:53:31 AM
Bought this in the store because it was the last one on shelf. People were buying it up there for I thought it must be good. Awesome drink and reminds me of the way Vault taste. Hopefully the store will re-stock so I can get more.

By Alan Thompson 10/28/2016 8:50:15 AM
Too much Sugar. 70 grams.

By Chasity 10/24/2016 2:54:17 PM
This drink is so awesome! Im in love with it! Taste like "Vault",my new drink!

By Lois 10/23/2016 7:29:59 PM
ta?? ??t t?? sugar

By Sharon Harden 10/22/2016 5:10:12 PM
I'm enjoying this Monster Mutant Soda. I was a Mountain Dew fan for years but lately not so much after they change the ingredients it doesn't taste the same no more. Monster mutant soda is going to be my number one go-to now.

By Travis F 10/11/2016 11:21:31 PM
Mutant taste like Vault. I wonder did Coca-Cola Co. assistant with Monster when making that stuff.

By Bryce 10/10/2016 1:17:08 PM
I've tried mutant and loved it, there is affects me differently than other sodas. It literally puts me to sleep about 15 min after drinking. first soda.to actually do that. I enjoy it as a new sleep aid but im curious why it puts me to sleep.

By William floyd 10/7/2016 9:23:34 AM
Monster did a solid in my book they brought my childhood back when coke got rid of vault I was mad but now it's back just with a harder punch and the name fits well mutant is the new vault I'm an avid energy drinker and monster has always had good flavors would love to rep some monster stuff but don't know how to talk to them but all I can say is keep up the good work

By Richard Young 6/23/2016 12:05:04 PM
As an employee of IRI, I'm eager to see how well this product performs.