In late 2021, North Carolina-based grocery retailer Food Lion announced a partnership with Pepsi to give customers a unique offering in the beverage aisle. Food Lion wanted to work with the soft drink giant to create a soda to sell exclusively at its 1,100+ locations in the mid-atlantic and southeastern regions.
The creation was Mountain Dew Uproar, named with Food Lion’s mascot Leo the Lion in mind. The strawberry-kiwi flavor of Mountain Dew will be available exclusively in Food Lion stores until 2023. Food Lion beverage category manager Kevin Pruitt says sales of Uproar are already exceeding expectations, adding that continued strong performance from the beverage could lead to more exclusive flavors with Pepsi.
Pruitt has been with the company for 22 years, and has 35 years of experience in the grocery industry, including 27 years in category management. Store Brands spoke with Pruitt about the exclusive beverage partnership and how it’s changing the retailer’s beverage category.