PepsiCo pushes Mountain Dew for gamers

Soft drinks giant PepsiCo is targeting the gaming world with a caffeine-boosted Mountain Dew “game fuel” drink and

Sales of the new drink have soared to the point that the company can’t keep its re-sealable cap in stock.

“Everything they make, we buy, and we’re selling every bit of product we make,” Hugh Johnston, PepsiCo’s chief financial officer, toldBloomberg.

PepsiCo CEO Ramon Laguarta said during a conference call on Tuesday that the company will use its soft drinks brand to target the energy drinks market. Game Fuel sells at a premium to regular Mountain Dew on Amazon.

Rival Coca-Cola recently launched its own energy drink in the market, Coca-Cola Energy. Early this month an arbitration tribunal ruled that the introduction and sale of the drink is allowed under the terms of its contract with Monster Beverages.

PepsiCo recently collaborated with coffee giant Lavazza on a new iced coffee in a can which will be rolled out in the UK in the coming weeks.


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