Latest news with #BajaMidnight
Hindustan Times
3 days ago
- Business
- Hindustan Times
Taco Bell launches first new Baja Blast flavor in 20 years: Meet Baja Midnight
For the first time in over two decades, Taco Bell is introducing a new drink in its cult-favorite Baja Blast series. According to CNN, on August 14, the fast-food chain will debut Baja Midnight, a striking purple soda blending the original tropical lime flavor with passion fruit. Taco Bell's Baja Midnight is priced at $2.49 for a small, $2.79 for a medium, and $2.99 for a large drink.(Screengrab/Taco Bell website) The move marks a milestone in Taco Bell's beverage strategy as the brand seeks to grow drink sales to $5 billion within five years and tap into a growing GenZ market hungry for bold flavors and Instagram-worthy drinks, the report added. Also read: Labubu or Lafufu? Here's how to know if your viral doll is authentic The legacy of Baja Blast Baja Blast first hit Taco Bell menus in 2004 through an exclusive partnership with Mountain Dew: the first of its kind between a quick-service restaurant and a beverage maker. Its tropical lime flavor was designed to complement Taco Bell's menu, becoming a brand differentiator and fan favorite, another New York Post report stated. Over the years, Baja Blast saw limited-time variations, from the Baja Blast Freeze to seasonal store releases, but Baja Midnight is the first permanent addition, the report added. What's new about Taco Bell Baja Midnight The new drink, according to All Recipes report, has been described as an 'unexpected' twist, adding passion fruit to the beloved lime base. The soda will be available year-round alongside the classic Baja Blast and priced at $2.49 for a small, $2.79 for a medium, and $2.99 for a large. For a limited time, fans can also try the Baja Midnight Freeze, a frozen version priced at $3.79 for a regular and $3.99 for a large. Rewards Members will get an early taste: a free medium Baja Midnight with a $5 purchase in the Taco Bell app on August 15. Also read: Chicago Air and Water Show 2025: List of aircrafts participating this weekend - from Squadron to KC-135 Beverages: A big growth bet for Taco Bell Baja Midnight is more than just a menu item; it is part of the whole beverage expansion. Thirty Live Más Café locations are slated to open by the end of the year to offer an expanded lineup of drinks. The first San Diego Live Más Café gained a 40 per cent jump in sales, with over 300 drinks being ordered per day, reported CNN. Located among one of the fastest-growing categories within quick service restaurants, beverages are seen by Taco Bell to compete with other beverage-focused chains such as Dutch Bros and Scooter's Coffee. FAQs What is Baja Midnight? Baja Midnight is a new permanent soda flavor at Taco Bell, combining the tropical lime of Baja Blast with passion fruit. When will Baja Midnight be available? It launches nationwide on August 14, 2025. Will Baja Midnight be sold in stores? No, it's exclusive to Taco Bell restaurants. How much does it cost? The drink starts at $2.49 for a small, while the Freeze starts at $3.79.
New York Post
4 days ago
- Entertainment
- New York Post
Taco Bell answers fan prayers with new Baja Blast flavor for the first time in 20 years
For the first time in 20 years, Taco Bell is making its first-ever permanent flavor expansion of the beloved Baja Blast. Baja Midnight is an 'unexpected' purple twist on the iconic tropical lime beverage, blending the taste that fans already love with passion fruit flavor — a fruity spin on the citrusy classic. The first new Mountain Dew Baja Blast flavor in decades will make its debut on menus nationwide on Aug. 14. Advertisement 4 Baja Midnight is an 'unexpected' purple twist on the iconic tropical lime beverage. Taco Bell Corp. 'Baja Blast has consistently sparked creativity, defied expectations, and continues to be a cornerstone of the Taco Bell experience,' Taylor Montgomery, Chief Marketing Officer at Taco Bell, said in a statement. 'Our fans made it iconic, and they're the reason we're expanding the universe for the first time with Mountain Dew Baja Midnight. It's unexpected, it's Taco Bell purple, and it's tasty enough to earn its place in the fandom.' Advertisement 4 The first new Mountain Dew Baja Blast flavor in decades will make its debut on menus nationwide on August 14. Taco Bell Corp. The menu addition will be available in two formats: Mountain Dew Baja Midnight and Mountain Dew Baja Midnight Freeze — both of which are 'expertly formulated' to complement any Taco Bell menu item. 'Mountain Dew Baja Midnight was intentionally crafted to build on the iconic flavor legacy of Mountain Dew Baja Blast and evolve for modern tastebuds, especially for Gen Z fans,' a Taco Bell spokesperson told Food & Wine. 'To ensure it would honor that legacy, Mountain Dew Baja Midnight was tested rigorously to ensure the passion fruit flavor complemented the cheesy, spicy, crunchy flavors fans know and love at Taco Bell.' Advertisement 4 Taco Bell is making its first-ever permanent flavor expansion of the beloved Baja Blast. Taco Bell Corp. While the Baja Midnight will be a permanent addition, the Freeze — which offers an icy frozen version of the beverage — will only be available for a limited time. To celebrate the new item, Rewards Members can try a medium Mountain Dew Baja Midnight for free when they spend $5 or more in the Taco Bell app on Aug. 15. The offer is only redeemable through the app at participating locations, while supplies last. Advertisement 4 The menu addition will be available in two formats: Mountain Dew Baja Midnight and Mountain Dew Baja Midnight Freeze. Christopher Sadowski The original Mountain Dew Baja Blast was first introduced in test markets in 2004 and has become a cult favorite for the chain. The soda costs $2.49 for a small, $2.79 for a medium and $2.99 for a large. The Freeze is $3.79 for a regular and $3.99 for a large.
CNN
5 days ago
- Business
- CNN
Taco Bell expands cult-favorite Baja Blast as it doubles down on drinks
Taco Bell's Mountain Dew Baja Blast is getting its first permanent new flavor in two decades, the chain's latest push into the fast-growing beverage sector. The fast-food chain is rolling out Thursday 'Baja Midnight,' a new, purple-hued version of the cult-favorite soda, which mixes passion fruit flavors with the lime from Baja Blast. The first-ever Baja Blast expansion comes as Taco Bell aims to substantially grow its beverage sales to $5 billion within the next five years. The chain's strategy involves launching new drinks aimed at Gen Z drinkers and rapidly growing a beverage-themed café. Beverages, as a single category, is growing faster than the entire fast food industry. Taco Bell said in a press release that this 'evolution builds on the Baja Blast legacy while introducing modern flavors that reflect the vibrant tastes of today.' The Baja Midnight beverage has the same color as its logo, the chain notes. Baja Blast got its start at Taco Bell in 2004 in what was a first-of-its-kind deal between a fast-food chain and a beverage maker, Mountain Dew. The flavor, available only at Taco Bell locations, complemented the chain's Mexican-inspired food, giving it an advantage over its rivals. Baja Blast became so popular that parent company PepsiCo started selling it seasonally at stores about a decade later. It was even turned into a boozy beverage in 2022. 'Taco Bell's Baja Blast lineup has often been a key differentiator for the brand, and leaning into product exclusives can help drive visitation to quick service restaurant chains, especially as the industry faces steeper competition and consumers who are on the hunt for more value from fast food offerings,' Elizabeth Lafontaine, director of research at location analytics firm told CNN. Baja Midnight has a suggested price of $2.49 for a small and $2.99 for a large. A limited-time frozen flavor is also rolling out Thursday for $3.79 for a regular size and $3.99 for a large. Taco Bell is going all in on drinks as part of its overall strategy to supercharge growth that also involves investing in chicken options, new sides and international expansion. The chain earlier this summer launched a lineup of 'Refrescas,' a selection of drinks aimed at attracting consumers searching for a beverage between meals. Taco Bell also aims to open 30 locations of its beverage-forward Live Más Café across the United States by the end of the year. Since the first spot opened late last year, it's been off to a 'phenomenal start,' according to David Gibbs, CEO of Taco Bell's parent company Yum! Brands. Gibbs said in the company's first quarter earnings call in April that the first Live Más Café in San Diego, which replaced an existing Taco Bell, had a 40% boost in sales with customers buying more than 300 drinks daily, prompting the 'rapid expansion.' 'Beverages have become a new category for quick service restaurant chains to compete on as they look to increase their market share and build loyalty with guests, especially against beverage-focused concepts,' said Lafontaine, referencing chains like Dutch Bros, Swig Drinks and Scooter's Coffee. Yum!, which also owns KFC and Pizza Hut, released its second quarter earnings last week with Taco Bell proving to be the bright spot for the company. The chain reported same-store sales grew 4%, propelled by the rollout of crispy chicken nuggets.
CNN
5 days ago
- Business
- CNN
Taco Bell expands cult-favorite Baja Blast as it doubles down on drinks
Taco Bell's Mountain Dew Baja Blast is getting its first permanent new flavor in two decades, the chain's latest push into the fast-growing beverage sector. The fast-food chain is rolling out Thursday 'Baja Midnight,' a new, purple-hued version of the cult-favorite soda, which mixes passion fruit flavors with the lime from Baja Blast. The first-ever Baja Blast expansion comes as Taco Bell aims to substantially grow its beverage sales to $5 billion within the next five years. The chain's strategy involves launching new drinks aimed at Gen Z drinkers and rapidly growing a beverage-themed café. Beverages, as a single category, is growing faster than the entire fast food industry. Taco Bell said in a press release that this 'evolution builds on the Baja Blast legacy while introducing modern flavors that reflect the vibrant tastes of today.' The Baja Midnight beverage has the same color as its logo, the chain notes. Baja Blast got its start at Taco Bell in 2004 in what was a first-of-its-kind deal between a fast-food chain and a beverage maker, Mountain Dew. The flavor, available only at Taco Bell locations, complemented the chain's Mexican-inspired food, giving it an advantage over its rivals. Baja Blast became so popular that parent company PepsiCo started selling it seasonally at stores about a decade later. It was even turned into a boozy beverage in 2022. 'Taco Bell's Baja Blast lineup has often been a key differentiator for the brand, and leaning into product exclusives can help drive visitation to quick service restaurant chains, especially as the industry faces steeper competition and consumers who are on the hunt for more value from fast food offerings,' Elizabeth Lafontaine, director of research at location analytics firm told CNN. Baja Midnight has a suggested price of $2.49 for a small and $2.99 for a large. A limited-time frozen flavor is also rolling out Thursday for $3.79 for a regular size and $3.99 for a large. Taco Bell is going all in on drinks as part of its overall strategy to supercharge growth that also involves investing in chicken options, new sides and international expansion. The chain earlier this summer launched a lineup of 'Refrescas,' a selection of drinks aimed at attracting consumers searching for a beverage between meals. Taco Bell also aims to open 30 locations of its beverage-forward Live Más Café across the United States by the end of the year. Since the first spot opened late last year, it's been off to a 'phenomenal start,' according to David Gibbs, CEO of Taco Bell's parent company Yum! Brands. Gibbs said in the company's first quarter earnings call in April that the first Live Más Café in San Diego, which replaced an existing Taco Bell, had a 40% boost in sales with customers buying more than 300 drinks daily, prompting the 'rapid expansion.' 'Beverages have become a new category for quick service restaurant chains to compete on as they look to increase their market share and build loyalty with guests, especially against beverage-focused concepts,' said Lafontaine, referencing chains like Dutch Bros, Swig Drinks and Scooter's Coffee. Yum!, which also owns KFC and Pizza Hut, released its second quarter earnings last week with Taco Bell proving to be the bright spot for the company. The chain reported same-store sales grew 4%, propelled by the rollout of crispy chicken nuggets.
Yahoo
07-08-2025
- Entertainment
- Yahoo
Taco Bell Fans Applaud 'Delicious' and 'On Point' New Mountain Dew Flavor
Taco Bell Fans Applaud 'Delicious' and 'On Point' New Mountain Dew Flavor originally appeared on Parade. Taco Bell's exclusive new Mountain Dew flavor hasn't officially been released just yet, but some locations have started serving it early and fans aren't waiting for the big announcement to try it. Mountain Dew loyalists have been patiently awaiting the release of Taco Bell's newest flavor, Baja Midnight, and with the rumored release date just days away, fans' excitement isn't dimming, that's for sure. The upcoming restaurant-exclusive soft drink is officially described as "a sweet and refreshing blast of passionfruit flavor combined with the familiar tropical lime flavor of Baja Blast to perfectly complement any Taco Bell meal.' Lucky fans who've gotten a chance to try it say they "actually like it." Related: "It's not as good as the OG Baja Blast," one reviewer joked, "But it's better than most of the [other] Baja [spinoffs] they've come out with the past couple years." "I actually really like that," they added, ranking the beverage an 8 out of 10. "Yum," someone else simply wrote, while a third said, "it's pretty good!!!" A few others said that the soft drink "tasted familiar," leaving some to suggest it could just be "rebranded Baja Passionfruit Punch," but not everyone was sold on that idea. "It's exactly how I remember Passion Fruit Punch," one foodie shared. "It's delicious, it's on point." "This is what I wanted with the Dragon Fruit Mountain Dew that Walmart exclusively sells," they added. While not all of the details have been made public yet, rumor has it that Mountain Dew Baja Midnight will officially be released at participating Taco Bell restaurants nationwide on or around August 14. Next: Taco Bell Fans Applaud 'Delicious' and 'On Point' New Mountain Dew Flavor first appeared on Parade on Aug 4, 2025 This story was originally reported by Parade on Aug 4, 2025, where it first appeared. Solve the daily Crossword
