Diet Mountain Dew has been a popular diet soda option for decades, but in recent years it seems to have faded into the background. Diet sodas in general have declined in popularity as consumers have become more health conscious and wary of artificial sweeteners. However, Diet Mtn Dew still maintains a loyal following who have noticed it’s relative absence from store shelves and restaurant soda fountains. This article will explore the history of Diet Mtn Dew, it’s changing formulations over the years, and why it isn’t as ubiquitous as it once was.
The Beginning of Diet Mountain Dew
Diet Mountain Dew first debuted in 1988 as a lower calorie version of the original sugary Mountain Dew. At the time, diet sodas were increasing in popularity as more people became concerned about limiting sugar intake. Diet Mtn Dew was launched by PepsiCo, the maker of Mountain Dew, to capitalize on the success of their rival Coca-Cola’s Diet Coke which launched in 1982.
Diet Mtn Dew was formulated to taste nearly identical to regular Mountain Dew, made with aspartame as the main artificial sweetener. The bright citrusy, lemon-lime flavor profile remained intact despite removing over half the calories. At launch a 12oz can contained only 2 calories and no sugar compared to 150 calories and 38g of sugar in regular Mountain Dew.
Diet Mountain Dew’s Growing Popularity in the 1990s
Throughout the 1990s, Diet Mtn Dew’s popularity steadily grew as the diet soda market expanded. Though it was originally intended as a male-targeted drink like regular Mountain Dew, Diet Mtn Dew gained a substantial female consumer base as well. Its energetic image from the original Mountain Dew branding gave Diet Mtn Dew an advantage over other diet sodas that were promoted as being more feminine and graceful.
In 1999, Diet Mountain Dew saw its logo redesigned to better align with the modern gravity-defying, extreme sports-aligned brand image of regular Mountain Dew. Diet Mtn Dew became readily available nationwide in stores, vending machines, and soda fountains during this high point. As more fast food chains added fountain soda to their menus, customers could easily order a Diet Mtn Dew with their meal.
The 2000s – Phasing Out Aspartame
In the early 2000s, diet soda sales started to slow down and concerns emerged about negative health effects from artificial sweeteners like aspartame. Some animal studies linked aspartame to increased cancer risk, though this was not conclusively proven in humans. Regardless, public perception of aspartame turned negative.
In response, PepsiCo decided to reformulate Diet Mountain Dew in 2006. They removed aspartame and replaced it with another artificial sweetener blend containing sucralose, ace-K and high fructose corn syrup. This new formula was marketed as Diet Mountain Dew “made with Splenda”.
The change brought Diet Mtn Dew more in line with shifting consumer preferences, but some die-hard fans were vocally unhappy about altering the original aspartame-sweetened flavor. After a few years, PepsiCo quietly switched back to a revised aspartame formula in 2009 with a slightly updated flavor profile. This new iteration contained no high fructose corn syrup and claimed to taste more like “the original” Diet Mtn Dew.
Declining Diet Soda Sales
By 2010, diet sodas were declining across the board as customers continued moving away from artificial sweeteners. Diet Mtn Dew’s sales dropped along with the overall diet soda market. Added scrutiny about soda’s health effects and new beverage options like energy drinks and sparkling waters provided increasing competition.
Diet Mountain Dew remained in the top 10 bestselling diet sodas in the U.S., but its dominance was waning. With flat Diet Mtn Dew sales, PepsiCo began exploring alternative product ideas.
The 2010s – New Flavors and Packaging
Faced with a stale brand, PepsiCo revived interest in Diet Mtn Dew through releasing special flavors and creative can designs in the 2010s. Limited edition flavors like Diet Supernova (passionfruit-orange) in 2011 and Diet Ultra Violet (blackberry-raspberry) in 2012 helped generate buzz. These flavors appeared for short promotions then disappeared, tapping into fan nostalgia.
More Diet Mtn Dew flavor variations followed including Electric Apple, Frost Bite, Solar Flare, and Zero Citrus. Unusual can designs also grabbed attention like the slender, tall “Sidekick” cans released in 2011. Special edition retro can designs frequently popped up as well, playing to fans’ fond memories of vintage Diet Mtn Dew.
While these marketing stunts created short-term excitement, they did little to boost long-term sales. Core Diet Mountain Dew was still struggling to remain relevant.
| Year | Flavor/Packaging Innovation |
|---|---|
| 2011 | Diet Supernova, Sidekick can |
| 2012 | Diet Ultra Violet |
| 2013 | Electric Apple |
| 2014 | Frost Bite |
| 2015 | Solar Flare |
| 2016 | Dewshine (clear Diet Dew) |
| 2017 | Zero Citrus |
The Decline Accelerates
By the late 2010s, Diet Mtn Dew’s popularity was falling quickly as the diet soda backlash intensified. Consumers were more aware of risks associated with artificial sweeteners and sodium. Younger generations in particular viewed diet soda as an outdated, unhealthy choice.
Diet Mountain Dew struggled to attract new drinkers. Its energetic, youth-targeting advertising fell flat as teens and 20-somethings began seeing soda as an relic of the past, especially diet versions. Even loyal Diet Dew fans were reducing consumption and turning to other beverages perceived as healthier or more natural.
Distribution to stores and restaurants started to drop off as demand weakened. Vending machines that once prominently displayed row after row of Diet Mtn Dew were now littered with energy drinks, flavored waters, or electrolyte beverages. With slumping sales, many retail chains cut back on shelf space allotted to diet sodas including Diet Mountain Dew. Orders from soda fountain distributors declined as well, making Diet Dew scarcer at dining and fast food establishments.
The Rise of Zero Sugar Mountain Dew
Finally in 2018, PepsiCo reformulated Diet Mountain Dew once more, rebranding it as Mountain Dew Zero Sugar. This change reflected consumers’ demand for natural sugar-free options over artificial sweeteners. It contains the same sweetener blend as Diet Mtn Dew, but marketing emphasizes the “zero sugar” message.
While Mountain Dew Zero Sugar saw modest success attracting former Diet Dew drinkers, it still faces the growing negative perceptions hurting the diet soda category overall. Though it managed to somewhat revitalize sales, it has not come close to returning to Diet Mountain Dew’s peak popularity.
Why Diet Dew Declined
Many factors converged to accelerate Diet Mountain Dew’s decline, including:
– Health Concerns: Rising worries about artificial sweeteners and sodium caused consumers to view diet sodas like Diet Mtn Dew as unhealthy. The brand’s energetic image boasting caffeine and vitamins contrasted poorly with increasing demand for wellness-promoting drinks.
– “Uncool” Brand Perception: Once seen as a young, hip drink, Diet Mtn Dew lost cachet with teens and 20-somethings who now view soda as outdated. Marketing focusing on retro nostalgia rather than innovation added to this effect.
– Clean Label Movement: The clean label movement highlighting natural, recognizable ingredients made artificially sweetened and flavored beverages like Diet Dew seem overly processed and chemical-laden.
– New Competition: Alternatives like energy drinks, sparkling waters, cold brew coffees, and functional drinks lured away former Diet Mtn Dew drinkers seeking exciting flavors and added health benefits.
– Shifting Shopping Habits: Declining supermarket sales, combined with fast food chains moving away from soda, gave Diet Mtn Dew fewer avenues to reach consumers.
The Fallout
As a result of declining relevance and sales, Diet Mtn Dew’s distribution and availability has greatly decreased over the past decade. Some key effects include:
– Removed from many retailer beverage sets – cut shelf space
– Availability reduced at convenience stores and gas stations
– Harder to find in vending machines
– Fewer fast food/quick service restaurants carry Diet Dew on fountain
– Not always restocked at the same rates in the past
While you can still readily find 20oz plastic bottles, 12oz cans, and occasionally fountain versions, the availability is a mere fraction of Diet Mountain Dew’s heyday. An entire generation is growing up with little exposure to a once dominant diet soda.
Where You Can Still Find Diet Mountain Dew
Though rarer than before, here are some spots that may still carry Diet Mtn Dew regionally or in limited capacity:
Convenience Stores
– 7-Eleven: 20oz bottles, sometimes 12-packs
– Circle K: 20oz bottles, limited 12oz cans
– QuikTrip: 20oz bottles, 12-packs
– Wawa: 20oz bottles
Gas Stations
– Sheetz: 20oz bottles, 12oz cans
– Thorntons: 20oz bottles
– Casey’s General Store: 20oz bottles
Grocery Stores
– Kroger: 12-packs, maybe 2L bottles
– Food Lion: sporadic availability
– Safeway: sometimes in 12-packs
Fast Food/QSR Restaurants
– Sonic Drive-In: fountain drinks
– Arby’s: fountain drinks
– Five Guys: fountain drinks
– Subway: fountain drinks (rare)
– Movie theaters: fountain drinks
Vending Machines
– Workplace/office breakroom vending
– University dorm/cafeteria vending
– Select gas stations and convenience stores
Ordering Online
Diet Mtn Dew can also be purchased online via websites like Amazon, Instacart, Walmart, or the PepsiCo Store. However, prices are often marked up substantially compared to in-store prices. Some independent sellers may also limit purchase quantities.
The Future of Diet Mountain Dew
Diet Mtn Dew is unlikely to ever regain its former glory or ubiquity. However, it may be able to settle into a niche as a retro-cool nostalgia drink, assuming PepsiCo keeps it around. Here are some possible directions for Diet Mountain Dew going forward:
– Becomes a vintage throwback brand, appealing to Gen X and Millennials craving their youth. Will require reinvented, nostalgic marketing.
– Potentially reformulated again at some point with natural sweeteners like stevia to boost perceptions of health and natural ingredients.
– Could see limited revival if prominent 90s/00s media properties featuring Diet Dew get modern reboots or sequels.
– Might eventually get relegated to only online direct-to-consumer sales or as an exclusive flavor at 80s/90s themed restaurants.
– Has an outside chance at a comeback if consumers tire of the clean label, natural trend and reembrace boldly artificial flavors.
Though it is well past its peak consumption days, Diet Mountain Dewstill retains an avid cult fanbase and strong nostalgic ties for many. It will likely maintain limited production for the foreseeable future, even if most consumers moving forward will never experience this once staple diet soda.
Conclusion
Diet Mountain Dew was once an inescapable part of the cultural and culinary landscape, ubiquitous across stores, vending machines, and fountains in its 1980s and 1990s heyday. However, changing consumer preferences for natural, healthy products left artificially sweetened, brightly flavored sodas like Diet Mtn Dew seeming outdated and unappealing.
As worries about artificial sweeteners grew and demand pivoted toward more functional beverages, Diet Dew fell rapidly from prominence over the past decade. Though it was reformulated and rebranded as Zero Sugar, Diet Mountain Dew never recovered from declining perceptions. It is now hard to find as distribution has dwindled, making its bold, citrusy flavor a rare treat for those still loyal to a diet soda icon.
