Frucor’s main rival company, Coca-Cola Amatil, has responded to these health concerns by releasing “Coca-Cola Life” which uses stevia; a plant based and apparently “healthier” alternative to sugar. The launch of the drink was followed with a barrage of good press, which claim “the beverage contains 17 grams of sugar per 250 millilitre can, which is 18 per cent of a person 's recommended daily sugar intake, while regular Coca-Cola contains 29 per cent of a person 's recommended daily intake” (Van Benyen, 2015). Innovative steps such as these need to be adopted by the Mountain Dew brand in order to stay marketable in an industry with a changing standard and an evolving consumer.
Frucor’s’ main competitor in the New Zealand marketplace is Coca-Cola Amatil (CCA). The two brands that are most substitutable for Mountain Dew are Sprite and Lift+; Sprite sells on the soft-drink market and Lift+ on the energy drinks market. There are also indirect competitors such as Six-Barrel Soda, whose size is not significant enough to take customer from Mountain Dew, but will …show more content…
Lift+ Energy has been a New Zealand favourite since 1999 and is known for its great campaigns like “Sharpen Up” (CCA, 2015). As expected, Lift+ is considerably high in caffeine per serving, with 160mg per 500ml of drink (the standard can size), compared to 54mg per 355ml of drink for Mountain Dew (The Caffeine Informer, 2015). In the event of a loss of purchasing power, the energy lover will choose Lift+ and Mountain Dew sales will suffer, the health conscious buyers, such as an aging consumer, will choose Mountain Dew for its comparative healthiness; boosting Frucor