ALEXANDRIA, Va.—Circle K is celebrating the first anniversary of its exclusive MTN DEW PURPLE THUNDER flavor with the introduction of MTN DEW PURPLE THUNDER Froster. Customers can now enjoy the combination of berry and plum only at Circle K in a new frozen beverage form, the retailer announced.

“DEW Nation’s overwhelming approval of PURPLE THUNDER at Circle K inspired us to offer it as one of our fan-favorite Froster flavors,” said David Hall, vice president global foodservice at Circle K. “We’re excited to celebrate and have big plans for MTN DEW PURPLE THUNDER, including a ‘Thunderversary’ celebration starting in May.”

“MTN DEW PURPLE THUNDER had a very successful first year at Circle K,” said Hugh Roth, senior vice president of sales and chief customer officer at PepsiCo foodservice. “Our fans expressed how much they love this exclusive flavor and in tandem with its one-year anniversary, we wanted to go big by delivering fans PURPLE THUNDER in Froster.”

In addition to Froster, MTN DEW PURPLE THUNDER is also on Polar Pop and in 20 oz. bottles exclusively at Circle K locations across the nation.

When the flavor launched in May 2022, Kevin Lewis, chief marketing officer for Circle K parent company Alimentation Couche-Tard, said, “We are thrilled to offer MTN DEW PURPLE THUNDER as an exclusive flavor at Circle K. Everything from the berry flavor to the design was specially created by MTN DEW and Circle K to provide a unique beverage that is sure to bring a new level of fun and flavor to our customers.”

In 2021, Beverage Daily reported that consumers, particularly younger generations, want soft drink flavors with a “shock factor,” according to research from GlobalData. In particular, flavors that are unique, unusual and LTOs play into younger generations’ FOMO (fear of missing out), creating a sense of exclusivity and urgency.

You can see Amazon’s in-store technology in action at T-Mobile Park, home of the Seattle Mariners, in the 2022 NACS Ideas 2 Go video, “The Walk-Off Market, powered by Amazon.”