Mountain Dew often incurs the disapproval of health experts due to its relatively high caffeine content for a soft drink, despite the fact that typical brewed coffee has a much higher caffeine dosage for equal volume. However, Mountain Dew marketed in Australia and Canada (see Dew Fuel/Mountain Dew Energy varieties below) — as well as several U.S. states — has no caffeine added at all. Nevertheless, Mountain Dew contains tartrazine (“FD&C Yellow No. 5” in the US), which could lead to allergic reactions in some people. This has also led to an urban legend that the Yellow No. 5 in Mountain Dew reduces the sperm count of male drinkers. This is, however, false. Diet Mountain Dew contains aspartame. Mountain Dew's brominated vegetable oil (BVO) is another source of contention. More than 100 countries ban BVO for its adverse health effects. However, the exact quantity of bromine put into fat cells from BVO is questioned.
Mountain Dew was originally marketed as "zero proofmoonshine" and had pictures of hillbillies on the bottle until 1973. In the 1970s through the late 1980s Mountain Dew had the crude nickname of "hillbilly piss" due to the carry-over bottle art and yellow coloring, but that usage has since fallen out of favor.
Today's marketing target is radically different. The drink is mainly marketed to people in the 20-30 year old demographic group, and Mountain Dew advertising creates a connection between the drink and extreme sports. The name Mountain Dew was first trademarked by two brothers, Barney and Ally Hartman, who ran a bottling plant in Knoxville, Tennessee.
Mountain Dew syrups are also used as Slurpee flavors.
A version of the drink was marketed for three years in the UK during the late 1990s.
Many believe the urban legend that Mountain Dew is illegal (in its American formulation) to sell in the UK due to its high caffeine content and excessive artificial ingredients. However, the version sold in the UK was a lurid green color and contained far more caffeine, synthetic sugars, and artificial colorings than the American version. It even discolored the teeth and tongue of its drinkers for several hours after consumption.
Varieties
Diet Mountain Dew is the second most popular soda in the Mountain Dew family behind the original flavor.
Mountain Dew (1948) — Citrus flavored soda. PepsiCo's original and most signature flavor in the Mountain Dew family.
* Diet Mountain Dew (1984) — No-calorie Mountain Dew. Formerly known as “Sugar-Free Mountain Dew”. In 2006, Diet Mountain Dew was reformulated - it is now sweetened with a blend of sucralose, aspartame, and acesulfame potassium. The previous formulation only used aspartame. The new "Tuned Up Taste" has prompted a [petition] for long-time Diet Mountain Dew drinkers unhappy with the change. Another site, [NewDietDewIsYucky.com], features an action list and critical commentary on the new formula. This effort's goal is restoration of the original formula, either under the original label or under a new "Diet Mountain Dew Classic" (or similar) label.
** Diet Mountain Dew Fountain — As indicated on the [official website], “Diet Mountain Dew Fountain is a variation of Diet Mountain Dew that uses treated water instead of carbonated water in its formula”. Available in limited areas only.
Red (1988) — Fruit Mountain Dew. Red was the first Mountain Dew flavor variation. No longer available.
* Diet Red (1988) — No-calorie fruit Mountain Dew.
Blue Shock (2001) — Berry-citrus flavored Mountain Dew. Blue Shock failed to sell in the test market, Chicago, and was later released nationwide only in Slurpee form exclusively at 7-Eleven stores. It was there that Blue Shock made one of the most successful Slurpee flavor launches ever. The recipe has since been reported as being sold to Faygo and marketed as "Moon Mist Blue."
Code Red (2001) — Cherry Mountain Dew. Not the same as the original Mountain Dew Red.
* Diet Code Red (2002) — No-calorie cherry Mountain Dew. Available in limited areas only.
LiveWire (2003) — Orange Mountain Dew. Introduced as a limited-time product, it is now a permanent addition to the Mountain Dew family. Limited in some areas.
Pitch Black (2004) — Grape Mountain Dew. Limited edition flavor for Halloween.
Baja Blast (2004) — Tropical-lime flavored Mountain Dew. Available exclusively at Taco Bell restaurants.
Darth Dew (2005) — Tangy grape Mountain Dew Slurpee flavor that could be considered as “Pitch Black 1.5”. Available exclusively at 7-Eleven stores as part of a promotion for the theatrical release of .
Pitch Black II (2005) — Sour grape Mountain Dew. Limited edition flavor. “Sequel” to the original Pitch Black.
Arctic Blast (2006) — A Mountain Dew Slurpee flavor available exclusively at 7-Eleven stores as part of a promotion for the theatrical release of Superman Returns. The Slurpee is blue in color and said to taste like blueberry.
Kryptonite Ice (2006) — A Mountain Dew Slurpee flavor available exclusively at 7-Eleven stores as part of a promotion for the theatrical release of Superman Returns. The Slurpee is green in color and the flavor seems to be tropical, like mango.
[Dew Fuel] (2005) — Originally branded as “Mountain Dew Energy”, and given its present name in 2006, a caffeinated version of Canadian Mountain Dew (which is not caffeinated in Canada due to Health Canada regulations that only allow caffeine in cola varieties of soft drinks), and is branded as a natural health product. Mainly replacing (Caffeine-Free) Mountain Dew on store shelves, although many places still sell both drinks.
* Dew Fuel Sugar-Free (2005) - No-calorie Dew Fuel. Originally called “Mountain Dew Energy Sugar-Free” until 2006.
