White Out (previously known as "Flavor #493") was a Mountain Dew flavor first released in stores in 2010 as a finalist in the DEWmocracy 2 promotion, where it won and became a permanent flavor in the United States. However, it became available only in certain regions, only produced by independent PepsiCo bottlers in the Midwest until eventually disappearing entirely in 2023.[1]
Description
White Out was a Smooth Citrus (Yuzu Lemongrass)[2] flavor of Mountain Dew, and (as its name implies) is white in color.
Tagline
Its tagline was "Smooth Citrus Flavor DEW with Other Natural Flavors" in the United States, while its diet version's tagline was "Smooth Citrus Diet Dew with Other Natural Flavors." In Oceania, its catchphrase was "DEW with a Blast of Lemon Flavour."
History
(2009) Taste testing release
In 2009, the second DEWmocracy campaign began with a tour to 17 cities in the United States, where people living in these cities were given a chance to taste many new flavors of Mountain Dew.
At the same time[3], Dew Labs members were sent a case to taste test seven distantly unique flavors to suggest their reviews on which they prefer out of the seven. The seven flavors for the Dew Lab research study were #231, #286, #493, #509, #648, #722, and #736.
(2010) DEWmocracy 2: Collective Intelligence
- Main article: DEWmocracy 2
Out of seven flavors, with the help of Dew Labs members, only three finalists were chosen that is White Out (a white Smooth Citrus flavor), Typhoon (a red-orange Tropical Punch flavor) and Distortion (a green Lime flavor). Designs then were submitted from artistic fans.
White Out, alongside its competitors, Typhoon and Distortion, was officially released on April 19th, 2010, over the summer of 2010 to compete for a chance to become a permanent flavor. Drinkers were able to try all three flavors and vote on which they preferred for their favorite. Voting ended in June, and White Out had won 44% of the votes, Typhoon had 40%, and Distortion had 16%. White Out was officially re-released in stores on October 4th of that year.
(2019 - 2023) Sporadic availability
In March 2019, White Out was discontinued, along with several other underperforming flavors, including Real Sugar, Diet Code Red, Game Fuel (Citrus Cherry), Pitch Black, Caffeine-Free Mountain Dew, and Caffeine-Free Diet Mountain Dew, in most regions.
Currently, Real Sugar in glass bottles is still being produced on the East Coast. Game Fuel (Citrus Cherry) returns annually for a limited time, while Caffeine-Free Diet Mountain Dew and Code Red Zero Sugar are still available, although their availability varies by region. Pitch Black is currently a Franchise Exclusive flavor only at 7-Eleven, Speedway, and Stripes gas stations. Both White Out and Caffeine-Free Mountain Dew have been entirely discontinued.
As a result, 12-packs were entirely discontinued, and 20-ounce bottles followed after and were entirely discontinued in 2023.[4]
(2010) FanDEWmonium
- Main article: FanDEWmonium
Much like the DEWmocracy promotion in voting style, in October 2010, a campaign called FanDEWmonium was announced, that has eight Diet exclusive Dew flavors such as Diet Supernova, Diet Voltage, Diet White Out, Diet Flare, Diet Typhoon, Diet Ultra Violet, Diet Crave, Diet Distortion to compete for a chance to become a permanent flavor. Diet White Out eventually lost as it narrowly missed being placed in the finals, coming in 3rd place. Diet Supernova won in 2011.
International release
Japan
On April 24th, 2012, Suntory announced they would release Mountain Dew White Out in Japan starting from June 12th, 2012. It was released as "マウンテンデュー ホワイトアウト" (Mountain Dew Whiteout) and was available in 500 ml bottles for 140 yen each, until 2013 when it was discontinued due to potentially low sales.[5]
New Zealand
In July 2014, White Out was released to New Zealand as part of their regular product line, replacing Electro Shock. It was described as "DEW with a blast of Lemon flavor."
White Out was sold for a short time and was discontinued by the following year, likely due to low sales. White Out never received an updated logo in New Zealand.
Canada
2013 DEWmocracy Canada
- Main article: DEWmocracy Canada
In March 2013, a voting promotion called DEWmocracy Canada was announced. The concept of its name and voting session alone is comparable and consists of competitors from prior American DEWmocracy promotions I from 2008 and II from 2010 (excluding Code Red). The candidates were Voltage, Supernova, Code Red, and White Out.
These four Dew flavors were released over the summer of 2013, competing against each other until July 4th, 2013, when the voting had ended. Voltage was announced the winner, leaving the losing flavors, Supernova, Code Red, and White Out discontinued until next year in a second promotion. Voltage was officially re-released to stores permanently on July 15th, 2013.
2014 DEWmocracy Canada
In 2014, these losing three flavors were re-released from high demand for the Canadian Back By Popular Dewmand. The flavors re-released again for 2014's DEWmocracy Canada promotion, where Code Red, White Out, and Supernova competed over the summer of 2014 until August 5th, 2014, when the voting ended. Code Red was announced the winner and the losing flavors, Supernova and White Out, were discontinued once again. Code Red was officially re-released to stores permanently on September 2nd, 2014. Despite its loss in DEWmocracy Canada, White Out remained available as a Slurpee flavor at 7-Eleven locations as late as November 2015.[6]
2022 Limited-Time Summer Circle K/Couche Tard release
On June 4th, 2022, a user on the r/MountainDew subreddit revealed[7] that White Out would be returning to Canada. The poster shared a photograph of a promotional design found on the refrigerator doors of a 16-ounce "King" can featuring both White Out and Purple Thunder.
White Out made its comeback in Canada after eight years, showcasing a refreshed design that included a yeti, reminiscent of the artwork used on 16-ounce cans for Mountain Dew Snow Dance in late 2019.[8] Purple Thunder was introduced in Canada for the first time, having been recently launched in the U.S. in April 2022. Just like Baja Flash and Baja Punch's release the year prior, both flavors were officially released on June 21st[9] and were discontinued on September 12th in 12-packs of 16-ounce "King" cans, which were exclusively available at Circle K/Couche Tard locations.
Freeze release
7-Eleven
2011 - 2013?
After White Out won DEWmocracy in 2010, a Slurpee version was made available at participating 7-Eleven convenience stores beginning in January 2011[10]. After several years, it was discontinued, likely due to low sales.
Circle K
2019
In July 2019, it was reported that the White Out Freeze came out in Circle K locations as a Froster Freeze for a limited time only for the DewNited promotion. After the promotion, it was still available for a while and was later discontinued.
Maverik
2019
In October 2019, it was reported that the White Out Freeze came out at Maverik locations and was later discontinued.
Trivia
- White Out is the second flavor to win a vote and become a permanent flavor in the United States to be later discontinued, after Diet Supernova and before Pitch Black.
- An old version of the Slurpee website[11] confirmed the flavor profile of White Out to be Yuzu Lemongrass.
- The 2022 Canadian limited-time exclusive Circle K/Couche Tard release of White Out is very likely to be the first time a US released flavor has ever received a redesign OUTSIDE of the United States.
References
- ↑ https://x.com/TeamSupernovaFB/status/1720125007462797774
- ↑ https://www.theimpulsivebuy.com/wordpress/2011/01/04/news-new-mountain-dew-white-out-slurpee-might-be-less-xtreme-than-an-actual-mountain-dew-white-out/
- ↑ https://www.youtube.com/watch?v=YIRt9uHSgY0
- ↑ https://x.com/TeamSupernovaFB/status/1720125007462797774
- ↑ https://www.suntory.co.jp/news/2012/11411.html
- ↑ https://x.com/slurpeecanada/status/663887750228242432
- ↑ https://www.reddit.com/r/mountaindew/comments/v4lnzk/mtn_dew_white_out_coming_back_to_canada/
- ↑ https://www.prnewswire.com/news-releases/mtn-dew-snow-dance-announces-2019-concert-headliner-rufus-du-sol-dj-set--support-a-trak-in-its-return-to-breckenridge-ski-resort-on-saturday-november-23-300951704.html
- ↑ https://www.reddit.com/r/mountaindew/comments/v6vyjl/purple_thunder_dew_coming_june_21st/
- ↑ https://web.archive.org/web/20110122173915/http://www.slurpee.mobi/
- ↑ https://web.archive.org/web/20130806213909/https://www.slurpee.com/Flavors#!MountainDewWhiteOut