4 days ago
Taco Bell Announces Major Menu Update
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Taco Bell is expanding its long-running Mountain Dew Baja Blast franchise for the first time in two decades with a new drink: Mountain Dew Baja Midnight.
The purple-hued beverage, which blends passion fruit with the original's tropical lime flavor, launched nationwide on August 14 and will be a permanent addition to the menu.
The release marks a significant step for the brand, which has leaned heavily on the cult popularity of Baja Blast since its 2004 debut.
Why It Matters
Taco Bell serves 2 billion customers each year worldwide, and boasts 8,121 locations in the U.S, according to the company's website. California has the most branches, with some 415 venues dotted throughout the golden state.
The chain is seeking to enhance its beverage offerings to capture high‑margin, visually appealing drink occasions that resonate with Gen Z. This push not only boosts digital traffic and profitability, but also differentiates the brand in the intensifying beverage wars among brands like McDonald's and Whataburger.
Taco Bell's new Mountain Dew Baja Blast blends a refreshing blast of passion fruit flavor with the signature tropical lime flavor of the original.
Taco Bell's new Mountain Dew Baja Blast blends a refreshing blast of passion fruit flavor with the signature tropical lime flavor of the original.
Taco Bell
What To Know
The new drink was introduced alongside a limited-time frozen version, called the Baja Midnight Freeze, available at participating Taco Bell locations.
The fountain version is priced at $2.49 for a small, $2.79 for a medium, and $2.99 for a large. The Freeze version is priced at $3.79 for a regular and $3.99 for a large, the company said.
The drink features a unique blend of passion fruit with the familiar lime base of Baja Blast, offering a "purple twist" on the original flavor profile.
Taco Bell Rewards members can get a free medium Baja Midnight with a $5 in-app purchase on August 15, as part of a promotional campaign celebrating the launch.
What People Are Saying
Taylor Montgomery, Taco Bell's chief marketing officer said in an August 12 news release: "Baja Blast has consistently sparked creativity, defied expectations, and continues to be a cornerstone of the Taco Bell experience. 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."
Liz Matthews, Taco Bell's Global Chief Food Innovation Officer previously said: "We're seeing today that people, especially younger consumers, are reaching for refreshing drinks as part of their lifestyle, whether it's for energy or a sweet treat throughout the day. So, we're making big investments to become the ultimate beverage stop where our fans can expect to see the same bold, unexpected creativity in their cups as they do on their plates."
What Happens Next
Taco Bell is already teasing additional innovations based on the Baja brand. Among upcoming ideas are new dessert items like the Mountain Dew Baja Blast Pie and Baja Blast Cinnamon Twists.
