Mtn Dew has introduced a new watermelon flavor to their Dew flavor line-up, making it the first new permanent flavor launch in over a decade.
Unlike their other products, this beverage is pink and is called Mtn Dew Major Melon. The drink targets those who “embrace fearlessness and fun times in life” as it provides a watermelon taste with a Dew twist. Mtn Dew Major Melon comes in two variations, a regular beverage and a zero-sugar version that are now available nationwide.
“Watermelon is a truly transportive taste, evoking feelings of freedom and nostalgia,” said Nicole Portwood, vice president, marketing at Mtn Dew, in a statement. “As a brand, Mtn Dew is always pushing the envelope to bring DEW Nation the next bold taste that they crave in a way only Dew can. We found watermelon to be the number one choice of flavors tested amongst our fans, and Mtn Dew Major Melon is our answer for those who are looking for a refreshing charge to keep them invigorated all day long.”
In 2010, Mtn Dew introduced Mtn Dew White Out to their permanent flavor line. This beverage has a citrus-based flavor.
According to Statista, Mtn Dew accounted for just over six percent of the US market share in the carbonated soft drinks category. Over the past 10 years, the brand’s share remained between six and seven percent. In 2019, $120 million was spent on advertising for the Mtn Dew brand in the US. Furthermore, Mtn Dew is the most popular soft drink in South Korea with almost four percent of the country’s population drank this brand’s beverage in 2019.
During the COVID-19 pandemic, the global market for soft drinks was estimated at $994 billion in 2020 and is predicted to reach $1.4 trillion by 2027, growing at a CAGR of 4.9 percent over the 2020 to 2027 period. Competitors in this market include Groupe Danone, Keurig Dr. Pepper, Monster Energy Company, Nestle SA, PepsiCo, Red Bull GmbH and The Coca-Cola Company.
COVID-19, however, affected Coca-Cola and PepsiCo stocks as disrupted foodservice channels were weighing down on their businesses. According to Food Business News, it is expected that food companies, such as Conagra Brands, will underperform in 2021 as consumers go back to pre-pandemic meal preparation patterns. The food and beverage industry is affected by COVID-19 due to the closures of restaurants, stadiums, venues and more, which left the companies finding ways to adapt.
Coca-Cola stocks were hit by their second downgrade because of the pandemic. It is believed by Laurent Grandet, a Guggenheim analyst, that food companies will thrive in the second half of 2021, once the COVID-19 crisis has subsided. This prediction is based on the assumption that as people begin to resume their away-from-home activities, their food buying patterns will normalize, but it won’t be until 2023 when the pre-pandemic levels will be reached again.
But till then, both Mtn Dew Major Melon beverages, regular and zero sugar, come in 20-ounce bottles, two-liter bottles, 12 packs of 12-ounce cans and single and multipack sizes and are available nationwide in stores and online.