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Dew Fuel was a caffeinated version of Mountain Dew produced in Canada.
Description[]
Dew Fuel was an energy drink version of Mountain Dew, with a caffeine content of 91 mg/591 mL (20oz), the same as standard Mountain Dew from the United States, essentially making it a simple rebranding.
There was also a sugar-free version with no sugar or calories.
History[]
At the time in Canada, a regulation put on by Health Canada prevented caffeine from being put into non 'dark-colored' (eg, cola, root beer, and Dr Pepper/Mr Pibb) soft drinks, with any caffeinated beverage otherwise having to be marketed as a "Natural Health Product". Because of these laws, Mountain Dew in Canada wasn't caffeinated, nor were flavors such as Code Red and Pitch Black.
In 2005, Pepsi-QTG Canada launched the standard US Mountain Dew under the name of "Mountain Dew Energy" ("Mountain Dew Energie" in French), which was also joined by a Sugar Free counterpart. They were marketed as an "Energy Drink" and a "Natural Health Product" to bypass the regulations.
The following year, the drink was relaunched as "Dew Fuel" and "Dew Fuel Sugar Free" with new packaging, marketing, and a restructuring of advertising to focus on a youth audience.[1] It was rather short-lived, as in 2007, a representative at Pepsi-QTG Canada cited that it was out of production.
Citrus Charge[]
In October 2011, Health Canada changed their guidelines to now allow non-dark colored caffeinated drinks to be marketed as Soft Drinks. With this change, in March 2012 PepsiCo Canada announced that the Canadian Mountain Dew would be reformulated with caffeine as "Mountain Dew Citrus Charge" without the need to market it as an energy drink. This would mark the first time in Canada since Dew Fuel's 2007 discontinuation that there was a caffeinated Dew on the shelves.
Trivia[]
- Dew Fuel was one of many attempts at a Mountain Dew energy drink. See "Similar Flavors" in the infobox for more.
- Dew Fuel was only slightly more caffeinated than its successor, Citrus Charge, essentually being the same as Mountain Dew from the United States.
- Mountain Dew has 86 mg of caffeine (per 591 mL) in Canada.
- Dew Fuel had 91 mg of caffeine (per 591 mL).