Latest news with #MountainDewBajaMidnight
Fast Company
11 hours ago
- Lifestyle
- Fast Company
Taco Bell's new purple soda is a big ‘screw you' to MAHA
In Taco Bell restaurants across the nation, a new electric purple beverage is now available on tap. It's called Mountain Dew Baja Midnight, and one sip would probably send a Make America Healthy Again (MAHA) supporter into a cold faint. Baja Midnight is the first permanent menu expansion in 20 years of Taco Bell's iconic collaboration with Mountain Dew, Baja Blast. The new beverage rolled out nationwide on August 14th in both liquid and frozen forms. According to a press release, Baja Midnight is designed specifically with younger generations and 'modern flavors' in mind. As Gen Z has become increasingly obsessed with colorful beverage creations like bubble tea, functional soda, and energy drinks, restaurants like Starbucks, Dunkin', and McDonald's have all rushed to meet the demand. For Taco Bell's part, the company is currently experimenting with a beverage-only spin-off called Live Más Café. In a June news release, Taco Bell announced plans to open 30 new Live Más Café locations this year, aiming to grow its beverage sales to $5 billion in the next five years. One glance at Baja Midnight's ingredient list is enough to know that this goal stands in direct opposition with the core tenets of the MAHA movement, the initiative and PAC championed by Secretary of Health and Human Services, Robert F. Kennedy Jr. Subscribe to the Design newsletter. The latest innovations in design brought to you every weekday Privacy Policy | Fast Company Newsletters [Photo: courtesy of the author] I tried Baja Midnight. It was terrible To see what Taco Bell's hype around this new soda was all about, I headed to my local Taco Bell to give it a try. For the sake of a fair comparison, I grabbed both a Baja Midnight and a regular Baja Blast. Classic Baja Blast is a bright teal color, achieved using Yellow 5 and Blue 1 food dye. Its second ingredient is high fructose corn syrup after only carbonated water, clocking in at 44 grams of sugar in a 12 fluid ounce serving, which is equivalent to 89% of the average person's daily sugar intake. A serving of Baja Midnight contains the same amount of sugar, although its dark purple hue requires both Red 40 and Blue 1. Per Taco Bell's official descriptions, Baja Blast is a 'tropical lime' soda, and Baja Midnight adds a 'refreshing blast of passion fruit flavor' to the classic drink. Consistent with that description, my Baja Blast had a fruity flavor with a definite citrus note. Baja Midnight was something else entirely. I'm no stranger to an artificially flavored beverage, but there is something seriously weird with this purple liquid. Right off the bat, it has none of Baja Blast's refreshing citrus flavor, but it also doesn't taste like anything else that I've ever tried before—it could be passion fruit, but if you told me it was every soda in the fountain mixed together, I would be equally willing to believe that. Somehow it tasted like artificial sweetener, though I'm fairly certain I got the full 44 grams of sugar. The whole experience ended with a deeply unpleasant aftertaste of bubblegum. Health risks aside, I would recommend steering clear of Baja Midnight. If you need to get your anti-MAHA beverage kicks, stick with the timeless Baja Blast.
Newsweek
2 days ago
- Business
- Newsweek
Taco Bell Announces Major Menu Update
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. 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.
USA Today
3 days ago
- Business
- USA Today
Taco Bell unveils new Baja Blast flavor with purple twist
Fans of one of Taco Bell's most popular items are in for a treat as the chain announced Aug. 12 a new flavor of its famous Mountain Dew Baja Blast beverage. For the first time in two decades, Taco Bell is expanding the Baja Blast line with a new flavor called Mountain Dew Baja Midnight. The drink, described by the chain as an "unexpected purple twist on the iconic tropical lime flavor fans know and love," will be available nationwide on Thursday, Aug. 14, as a permanent menu addition. Taco Bell says Mountain Dew Baja Midnight blends passionfruit flavor with the "instantly recognizable" taste of Mountain Dew Baja Blast. 'McDonaldland' debuted in 1971. Now its back. What to know about the new meal. Prices, frozen version, how to get a free drink with purchase The drink will be available in a regular and frozen option. The frozen version, called a Mountain Dew Baja Midnight Freeze, is only available for a limited time. The Baja Midnight drink costs $2.49 for a small, $2.79 for a medium and $2.99 for a large, while the Baja Midnight Freeze drink costs $3.79 for a regular and $3.99 for a large. Additionally, on Aug. 15, Taco Bell Rewards members can try a medium Mountain Dew Baja Midnight for free when they spend $5 or more in the Taco Bell app. 'BAJA BLAST has consistently sparked creativity, defied expectations, and continues to be a cornerstone of the Taco Bell experience,' said Taylor Montgomery, Chief Marketing Officer at Taco Bell, in a news release. '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.' Taco Bell unveiled new Refrescas drinks earlier this summer Taco Bell also announced on June 26 it was introducing new beverages called Refrescas to menus nationwide. According to the chain, the drinks are crafted to "quench every kind of craving – whether you're seeking a refreshing sip, an energizing boost or a frozen escape." The six drinks include three refreshers, two energy drinks and a cooling freeze. According to Taco Bell, the three Agua Refrescas join menus permanently after initially being tested in Southern California in 2024, with a positive response. The Agua Refrescas cost $3.99 for a 20-ounce drink while the Rockstar Energy Refrescas cost $4.49 for a 20-ounce beverage. The Refrescas Freezes are available in a 16-ounce or 20-ounce option and cost $3.79 and $3.99, respectively. Gabe Hauari is a national trending news reporter at USA TODAY. You can follow him on X @GabeHauari or email him at Gdhauari@
New York Post
3 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.
4 days ago
- Entertainment
Here's what the new Taco Bell Mountain Dew Baja Midnight tastes like
This is the first follow-up flavor to the cult classic beverage in 20 years. 2:18 Taco Bell customers flipped out earlier this year when the fast food chain announced its massive new menu plans at Live Más LIVE, and now, the highly anticipated second iteration of a fan-favorite beverage is hitting menus this month. The new Taco Bell exclusive Mountain Dew Baja Midnight marks the first-ever permanent flavor expansion of the cult classic Mountain Dew Baja Blast. What to know about new Mountain Dew Baja Midnight at Taco Bell The new soda, which hits menus nationwide on Aug. 14, "blends a refreshing blast of passion fruit flavor with the signature tropical lime flavor" of the original, Taco Bell stated in a press release Tuesday. To compliment its bright teal counterpart, Mountain Dew Baja Midnight is a Taco Bell purple hue, which when paired side by side evokes the company colors of the 1990s. "BAJA BLAST has consistently sparked creativity, defied expectations, and continues to be a cornerstone of the Taco Bell experience," Taco Bell CMO Taylor Montgomery 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." Baja Midnight comes in two formats, a regular fountain soda or a "Freeze," for fans who prefer it frozen and icy. How to get free Mountain Dew Baja Midnight at Taco Bell On Aug. 15 to celebrate the newest drink launch, Taco Bell Rewards Members can enjoy a medium size Mountain Dew Baja Midnight for free when they spend $5 or more in the Taco Bell app. The offer is available at participating U.S. Taco Bell locations, while supplies last.
