Is MTN Dew Kickstart Considered an Energy Drink?

November 22, 2025 •

3 min read

According to a 2013 CBS News report, PepsiCo does not officially classify MTN Dew Kickstart as an energy drink, despite its marketing and can size. However, its combination of caffeine, B vitamins, and fruit juice places it in a unique category that blurs the lines between a traditional soda and a potent energy booster.

Quick Summary

An analysis of MTN Dew Kickstart's ingredients, caffeine content, and manufacturer labeling explains why it is not a traditional energy drink. It contains less caffeine than competitors like Amp or Monster, uses some fruit juice, and was originally marketed as a breakfast alternative, positioning it differently in the beverage market.

Key Points

Lower Caffeine: MTN Dew Kickstart contains a moderate amount of caffeine (~90-92mg per 16oz), significantly less than most conventional energy drinks.
Enhanced Soft Drink: The manufacturer, PepsiCo, classifies Kickstart as an enhanced soft drink rather than a traditional energy drink.
Contains Fruit Juice: Unlike most energy drinks and regular sodas, Kickstart includes 5% real fruit juice in its formulation.
Marketed for a Different Occasion: Kickstart was introduced as a breakfast alternative and a milder pick-me-up, targeting a different consumer and occasion than high-potency energy drinks.
Vitamins Added: The beverage is fortified with B and C vitamins, contributing to its marketing as an 'energizing' product.
Blurring the Category: Due to its energizing properties, it often gets confused with energy drinks, but its ingredients and marketing set it apart.
Different Target Audience: It appeals to Mountain Dew fans looking for a milder boost, distinguishing it from the core audience of brands like Monster and Red Bull.

The Core Difference: Ingredients and Caffeine

While many consumers lump MTN Dew Kickstart into the energy drink category, a closer look at its formulation reveals key distinctions. Traditional energy drinks are known for high caffeine levels, taurine, and other intense stimulants. Kickstart, in contrast, offers a more moderate approach, combining less caffeine with fruit juice and added vitamins. This difference in ingredients is the primary reason for its unique market positioning.

Caffeine Content Comparison

One of the most defining characteristics of an energy drink is its caffeine content, and this is where Kickstart truly differs. A standard 16-ounce can of Kickstart contains approximately 90-92 milligrams of caffeine. This is significantly lower than a Monster or Red Bull, which contain around 160mg and 111mg respectively for the same volume. For comparison, a 16-ounce cup of coffee from a major chain can have upwards of 330mg of caffeine, illustrating just how moderate Kickstart's kick is. This lower level of stimulation is what differentiates it from the higher-octane drinks on the market.

Blurring the Lines: Juice and Vitamins

Kickstart's formulation includes 5% real fruit juice, a feature not typically found in standard sodas or high-performance energy drinks. It is also fortified with B and C vitamins, a marketing strategy that adds to its 'enhanced soft drink' image. This combination of juice, vitamins, and a moderate amount of caffeine allows PepsiCo to market it as an "energizing" beverage without entering the more scrutinized energy drink segment, which is often under fire for its high stimulant content. The marketing narrative from PepsiCo focuses on it being a morning or pick-me-up beverage, rather than a performance-enhancing one.

Manufacturer's Intent and Market Positioning

PepsiCo's initial launch of Kickstart in 2013 was a deliberate move to tap into the energy drink market without attracting the same level of regulatory and public scrutiny. By positioning Kickstart as a breakfast beverage alternative for Mountain Dew fans, they created a separate, lower-risk category. This was a shrewd strategy, as it allowed them to compete with established energy drink brands while avoiding the controversy surrounding high-caffeine products aimed at younger consumers. Over the years, while some product retailers might label it as an energy drink, PepsiCo maintains its distinction, a detail confirmed in earlier reports. This market positioning is also reflected in the packaging, which is similar in can size to traditional energy drinks but features brighter, more fruit-forward branding.

Comparison: Kickstart vs. True Energy Drinks

To illustrate the key differences, here is a comparison table outlining Kickstart against a typical, high-caffeine energy drink.


Feature	MTN Dew Kickstart	Typical Energy Drink (e.g., Monster)
Caffeine Content (per 16oz)	~92 mg	~160+ mg
Key Ingredients	Carbonated water, high fructose corn syrup, 5% fruit juice, caffeine, B&C vitamins, artificial sweeteners	Carbonated water, sugar, caffeine, taurine, guarana, L-Carnitine, high fructose corn syrup, high levels of B vitamins
Market Position	Enhanced soft drink, breakfast alternative, pick-me-up	High-intensity stimulant, performance enhancer, extreme sports branding
Sugar/Calories	Moderate (e.g., 80 calories/16oz)	High (often over 200 calories/16oz)
Vitamins	Added B and C vitamins	Often higher concentrations of B vitamins
Primary Function	Moderate energizing effect and flavor	High energy boost for intense activity

The Verdict: More 'Energizing Soda' Than 'Energy Drink'

Based on its composition and marketing, MTN Dew Kickstart is more accurately defined as an enhanced soft drink with energizing properties rather than a true energy drink. Its lower caffeine content, inclusion of fruit juice, and deliberate market positioning as a morning alternative set it apart from the heavy-hitting energy brands. The "kick" it provides is milder and designed for a different type of consumer and occasion than the high-intensity boost offered by competitors like Monster or Rockstar. Ultimately, while it's in a gray area, its formulation and targeted use cases place it outside the traditional definition of an energy drink. For more detailed nutrition information on PepsiCo's products, you can visit their official product facts website.

Conclusion

While a convenient source of caffeine and often confused with the energy drink category, MTN Dew Kickstart holds a distinct position in the beverage market. Its blend of a moderate caffeine level, real fruit juice, and added vitamins places it in a category of its own, separate from both traditional soda and intense energy boosters. For consumers seeking a less potent stimulant with more flavor variety, Kickstart remains a popular choice, but those expecting the powerful jolt of a typical energy drink may be disappointed.

Frequently Asked Questions

A 16oz can of MTN Dew Kickstart contains approximately 90 to 92 milligrams of caffeine, which is about the same as a standard 8-ounce cup of coffee.

While Kickstart has lower calories and caffeine than many traditional energy drinks, it still contains high fructose corn syrup and artificial sweeteners. It is considered a more moderate alternative, but not necessarily a 'healthy' beverage.

No, unlike many high-potency energy drinks, MTN Dew Kickstart does not list taurine among its ingredients. Its energy properties come primarily from caffeine and B vitamins.

The inclusion of B and C vitamins is a key part of Kickstart's marketing as an energizing soft drink. These vitamins are associated with energy metabolism, though their effectiveness in beverage form is often debated.

Yes, when it was launched, PepsiCo specifically marketed Kickstart as a morning beverage to be consumed instead of coffee or traditional soda.

Kickstart has a much lower caffeine content and includes some fruit juice, differentiating it from the more intense and stimulant-heavy MTN Dew Energy (formerly Rise) line.

The FDA's regulation of beverages can be complex. Because PepsiCo classifies Kickstart as an enhanced soft drink and keeps its caffeine moderate, it avoids the same level of scrutiny that high-stimulant energy drinks often face.