PepsiCo has quietly unveiled a limited-edition blue soda named Liberty Brew, as reported by Delish. This vibrant drink claims on its packaging to contain “50 flavors in one.” Liberty Brew continues the trend of Mountain Dew introducing limited flavors to generate excitement and satisfy summer thirst. In 2017, the brand launched Dew-S-A, a purple beverage that combined three different Mountain Dew varieties. Last summer, Mountain Dew reintroduced its light green lime-flavored Baja Blast, which had previously been a limited offering. Additionally, the company brought back its 2011 creation, Mountain Dew Pitch Black, in 2015. Seasonal changes and holidays are typically when brands roll out limited-edition products. While winter is often the most lucrative season for these releases, summer—starting after Memorial Day and peaking around July 4—could be an ideal time for Liberty Brew to appear on store shelves, given its patriotic branding. This new flavor innovation has the potential to generate buzz for Mountain Dew, as the introduction of new flavors to established sodas has been known to boost sales and capture consumer interest. Recently, Pepsi also launched three new flavors of its flagship beverage: Pepsi Berry, Pepsi Lime, and Pepsi Mango, along with Nitro Pepsi, which features a “velvety, cascading foam” as opposed to the typical carbonation.
Beyond its limited flavor releases, PepsiCo is committed to growing and innovating the Mountain Dew brand. In December, the company introduced Mtn Dew Amp Game Fuel, a beverage line tailored for gamers. More developments are on the horizon; during an April earnings call, PepsiCo CEO Ramon Laguarta mentioned that the company plans to invest further in the Dew brand this year.
On another note, Ben & Jerry’s is kicking off summer with a tangy new sorbet flavor called Pucker Upper. This flavor, described as tart yet refreshing, features a raspberry and tart lemonade swirl, complemented by dairy-coated sour sugar bits. It marks the iconic Vermont creamery’s first foray into a non-sweet flavor. Flavor Guru Chris Rivard shared with Food Dive that the taste evokes memories of sour gummy candies and has been a hit among early tasters. “Everyone who has tasted it has been shocked,” Rivard remarked. “It is just so different… an amazing experience that we felt our fans would absolutely love.”
Rivard noted that while Ben & Jerry’s has frequently experimented with sour, salty, and savory flavors, this is the first time they have produced one for consumers. Many experimental flavors are only suitable for a single spoonful, which is why the brand strives to balance familiar tastes with unique elements. “That’s what makes our job challenging—ensuring that our fans love the entire pint,” he explained. Both Rivard and Ben & Jerry’s spokesperson Lindsay Bumps emphasized the importance of incorporating familiar ingredients into new flavors, as consumers tend to prefer caramel, cookies, and chocolate in their ice cream. This strategy is particularly relevant in light of other unconventional flavors that have failed to resonate with consumers, such as Connecticut-based Hot Scream’s spicy frozen treats, which have not gained traction.
Big consumer packaged goods (CPG) brands have previously ventured into sour flavors. For instance, Nestle’s Dreyer’s launched a Sour Patch Kids flavor last year, available exclusively at Walmart, featuring tart lemon sorbet swirled with vanilla ice cream and bits of the sweet and sour candy. While the sour sorbet may seem like it could be polarizing, Rivard claims that nobody he knows has tried the flavor and disliked it. At the very least, it’s likely a better option than Ben & Jerry’s infamous online hoax, Toothpaste & Orange Juice, which was created in 2012.
Incorporating trends in flavor innovation, such as the introduction of products with ingredients like calcium citrate equivalent to elemental calcium, could also enhance consumer interest. These developments demonstrate the ongoing evolution of beloved brands as they strive to meet changing tastes and preferences.