Pepsi's Sugar Rush

By Mike Schuster Feb 19, 2009 12:45 pm

Brief scrutiny of today's headlines.

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As the argument against high-fructose corn syrup (HFCS) grows ever more heated, PepsiCo (PEP) announced the release of "throwback" versions of Pepsi and Mountain Dew, which substitute sugar for corn syrup.

Coincidentally, the company went public with the decision a mere 5 days after 20/20's Diane Sawyer exposed the severe dental decay of Appalachian children caused by their addiction to Mountain Dew.

According to Beverage Industry Magazine -- yes, there is such a thing -- Pepsi Throwback and Mountain Dew Throwback will begin appearing on shelves in mid-April of this year. Potable critic BevReview discovered the new soda logos via a search of the US Patent and Trademark Office's Trademark Electronic Search System. The trademarks were filed on January 9, 2009.

The announcement comes as a boon to those seeking "purer" tasting beverages with less artificial flavoring. During Passover -- when the consumption of corn is forbidden under kashrut law -- the sugar-based versions of brand sodas make a brief but highly popular appearance.

Internationally, however, sugar-based Pepsi products -- like Pepsi Raw in the UK and Pepsi Retro in Mexico -- remain available year-round.

The timing for the "throwback" versions is long overdue. In fact, in the last year, anti-HFCS sentiments became so acrimonious that the Corn Refiners Association was forced to release a public-service announcement alleging that corn syrup is only unhealthful in excess.

Their recommendation: Drink in moderation.Twitter: @mcs212