Mountain Dew-over

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Pepsi might have a good feeling about cola, but it's also hedging its bets.

The soft-drink marketer will launch several new products in the energy-drink and enhanced noncarbonated beverage segments for 2007, and it is planning a variety of innovations to boost its core carbonated-soft-drink portfolio, according to attendees at its recent annual convention.

Mountain Dew's MDX brand is being repositioned from a hybrid energy drink/soda to a more subtle "carbonated soft drink plus"-in other words, a great-tasting drink that focuses energy rather than being a beverage with a strong energy buzz. Executives also teased about possible introduction of European brand Pepsi Max to the U.S. and Tava, a fortified sparkling diet drink, according to one bottler.

In addition, the marketer will launch cane sugar versions of Sierra Mist and other products, and an energy drink tied to a well-known sports figure, according to Beverage Digest.
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