PepsiCo is to launch a zero-sugar variant of its Walmart-exclusive Mtn Dew flavour Frost Bite.
Frost Bite Zero Sugar will roll out in the US next week, one year after the original melon-flavoured version went on sale in Walmart. The beverage is available in 20oz bottles and 12x12oz can multi-packs.
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Frost Bite Zero Sugar joins a list of Mtn Dew launches and activations already this year. As well as new flavours including Major Melon Zero Sugar, PepsiCo has invested in the brand with the launch this week of functional energy drinks line Mtn Dew Rise Energy. The new product, which contains 180mg of caffeine per can, will be promoted by professional basketball player LeBron James, who ended an 18-year sponsorship deal with The Coca-Cola Co earlier this year.
PepsiCo also extended the National Basketball Association sponsorship for Mtn Dew with a new multi-year agreement signed at the start of this month.
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By GlobalData
