PepsiCo’s Mountain Dew is tying in to apple-picking season by launching a new “Thrashed Apple” flavor exclusively at Kroger.
Combining the brand's "bold citrus taste" with a "classic crisp of apple flavor," the new SKUs rolled out to Kroger chain stores and websites on Sept. 13, according to a media release from PepsiCo. The beverage is available in a 20-ounce bottle and a 12-pack of 12-ounce cans at banners including City Market, Kroger, Fry’s Food Stores, Smith's and Fred Meyer.
The products are enjoying secondary placement at Kroger banners such as City Market, where the bottles and 12-packs are merchandised on racks. At Fry's, floorstands, case stacks and signs are used to create aisle spectaculars. Both account-specific displays communicate a "rock your tastebuds" message and depict a tree playing a guitar and an apple with a microphone to mirror the heavy metal-theme depicted on the beverage's packaging. Multiple Twitter updates from Kroger and Mtn Dew on Sept. 9, and a Sept. 12 email blast from Mtn Dew also support the launch.
"Dew is thrilled to introduce Mtn Dew Thrashed Apple in partnership with Kroger, a long-standing partner who has embraced bold Dew flavor innovations," said Pat O'Toole, Mtn Dew's vice president, marketing, in the release. "With the perfect combination of tart and sweet, Thrashed Apple is a refreshingly bold drink that only Dew could deliver. We have created Mtn Dew Thrashed Apple with the confidence that it will become a quick favorite amongst Dew Nation."
Mtn Dew regularly teams with retailers for exclusive promotions and beverages. The brand introduced a mobile game exclusively at Ahold Delhaize’s Food Lion in 2020, for example, and in the fall of 2019 rolled out an exclusive, limited-edition “Maui Burst” flavor at Dollar General. The launch of Mountain Dew Maui Burst proved so popular the brand made it available year-round at the dollar store chain beginning February 2020.