Mountain Dew AMP
 |
|
| Type | Energy drink |
|---|---|
| Manufacturer | PepsiCo |
| Country of origin | United States |
| Introduced | 2001 |
| Variants |
Amp Energy
Amp Energy Juice
|
| Related products | Mountain Dew, Red Bull, Full Throttle |
| Website | ampenergy.com |
Amp Energy
Amp Energy Juice
Amp Energy (or simply Amp) is an energy drink brand produced and owned by PepsiCo. At the time of its introduction in 2001, Amp Energy was initially distributed under the Mountain Dew soft drink brand. Since 2009, it has been produced and labeled under its own stand-alone trademark name. The beverage is packaged in both 16-ounce and 24-ounce cans, and is sold in the United States, Canada and the United Kingdom. As of 2009, Amp Energy was the number four energy drink brand in the U.S. in terms of overall retail sales.
The original formulation of Amp Energy was positioned as a flavor extension of the Mountain Dew brand, and in 2001 its label read "Amp Energy Drink from Mountain Dew". In 2008 the label design was changed to contract the product name to a more concise "Amp Energy", with the Mountain Dew logo being shifted to the lower portion of the cans. In Amp's 2011 redesign, the Mountain Dew logo was taken off the cans completely. According to beverage industry commentators at the time, this labeling update was enacted with the intent of "placing a stronger emphasis on the 'Amp Energy' brand and less on its Mountain Dew roots". Amp Energy Original contains taurine, B-vitamins, guarana, ginseng and maltodextrin. 8.4 fluid ounces of Amp contains 74 milligrams of caffeine.
The Amp Energy product line has since expanded to a broader range of flavors and variants, which as of 2011 included Amp Energy (Original), Sugar Free, Overdrive (cherry), Relaunch (discontinued) (orange), Elevate (mixed berry), Traction (grape), Green Tea, Lightning (lemonade) and Sugar Free Lightning, and watermelon. Traction has since been renamed to Boost. There was also a limited edition flavor named Tradin Paints which was an Orange/Lime/Berry drink. In February 2010 a new series of juices was launched under the name Amp Energy Juices, which are made with B-vitamins, taurine, ginseng and guarana. These juices are produced in two flavors: Orange and Mixed Berry, and are packaged in 12-ounce bottles. Also introduced at this time was Amp Energy Gum, which is made from a blend of B-vitamins, taurine and caffeine.
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