Vision Reporter
18 November 2008
Kampala — Crown Beverages (CBL), the bottlers of Pepsi, Mirinda, 7UP, Evervess and Peak Mineral Water, have unveiled a new citrus-based soda called Mountain Dew.
The soda, according to Aggie Konde, the head of marketing, is a result of a sh4b investment and seeks to further consolidate the company's claim to the youth market segment that is the mainstay of the carbonated soft drinks industry locally and globally.
Simon Lugoloobi, the chief executive officer, said Mountain Dew targets fun-seeking, extreme and adventurous youth.
"The launch of Mountain Dew is as a result of our desire to find relevant and meaningful ways of staying in touch with our core audience whose attributes are exhilarating fun and thrill that this new brand offers in design, contents and refreshment," he said.
"Elsewhere in the world, Mountain Dew has been positioned as a trendy drink for teens with extreme attitude."
Lugoloobi said the fluorescent-green soft drink is packaged in 300ml bottles.
"A bottle of the soda costs sh600 like all the other CBL products," he said.
Uganda is the second African country after Nigeria to sell the citrus-based soda.
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