PepsiCo has quietly discontinued one of its popular Mountain Dew flavours, Game Fuel: Citrus Cherry, after initially planning to bring it back in 2025. This move has surprised and disappointed fans who were anticipating the soda’s revival, highlighting the challenges beverage companies face in managing product lines and consumer expectations.
Soda brands often follow a strategy similar to fast-food chains, temporarily removing items only to reintroduce them later with renewed interest. However, the cancellation of Game Fuel: Citrus Cherry’s return illustrates how plans can change abruptly, affecting loyal customers who had been looking forward to the drink’s comeback.
The Unexpected Cancellation of Game Fuel: Citrus Cherry
According to the social media account SodaSeekers, Game Fuel: Citrus Cherry was scheduled for a 2025 return but has now been officially cancelled. The flavour, which was discontinued last year, has a dedicated fan base disappointed by the decision.
Comments on social media platforms reveal that some customers were especially looking forward to a Zero Sugar version of the drink, which will no longer be available.
Despite its popularity, the brand has decided not to proceed with the relaunch, surprising some followers who pointed out the drink’s strong sales performance. The move comes without an official statement from PepsiCo’s CEO Ramon Luis Laguarta, who has focused instead on other products within the Mountain Dew portfolio.
Pepsico’s Focus Shifts to Baja Blast as Key Growth Driver
During the company’s recent fourth-quarter earnings call, PepsiCo’s CEO emphasised the significance of Baja Blast, another Mountain Dew variant, as a major growth contributor. According to Laguarta, Baja Blast generates nearly $1 billion in combined retail and away-from-home sales, making it a substantial franchise within the beverage segment.
Laguarta outlined the company’s plans to continue investing in Baja Blast, particularly targeting younger consumers such as Generation Z and expanding in regions where Mountain Dew’s presence is less established.
He described the product as sustainable and incremental in driving brand penetration, with marketing campaigns planned throughout the year, including a presence at the Super Bowl.
This strategic emphasis on Baja Blast appears to take precedence over other Mountain Dew flavours, possibly explaining the discontinuation and cancelled return of Game Fuel: Citrus Cherry. PepsiCo’s approach reflects a prioritisation of brands and variants with the strongest market potential and growth prospects.
