Baja Blast? Make that Baja Blasts.
On Aug. 12, Taco Bell announced the expansion of its Mountain Dew Baja Blast line with a new permanent flavor for the first time in 20 years: Baja Midnight.
First teased at Live Más Live in March, the drink is an “unexpected purple twist” on the original turquoise tropical lime flavor and hits Taco Bell menus nationwide — permanently! — on Aug. 14.
Taylor Montgomery, CMO at Taco Bell, says Baja Blast continues to be a “cornerstone” of the restaurant’s dining experience — after all, the OG drink has been turned into a pie and a gelato. Thanks to Baja Blast’s passionate fanbase, the chain is “expanding the universe for the first time.”
According to Taco Bell, the new flavor blends passion fruit flavor with the “recognizable taste” of Mountain Dew Baja Blast. Customers can order it two ways:
- Mountain Dew Baja Midnight ($2.49 for a small, $2.79 for a medium, $2.99 for a large): The new flavor in soda form.
- Mountain Dew Baja Midnight Freeze ($3.79 for a regular, $3.99 for a large): The new flavor in frozen treat form, for a limited time.
Plus, 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 chain’s app.
This move comes after Taco Bell already expanded its drink offerings in July by adding Refrescas, its take on Mexican aguas frescas.
Fast-Food Chains Are Betting on Beverages
Restaurants like McDonald’s, Dunkin’ and others have been noticeably expanding their beverage offerings in recent months, specifically to target Gen Z customers.
Taking a page from its now-shuttered beverage-focused spinoff CosMc’s, McDonald’s is currently testing its take on dirty soda, the combination of a base soda with syrups and creams, poured over pebble ice.
Alyssa Buetikofer, chief customer experience and marketing officer of McDonald’s USA, said in a statement to CNBC that the company was seeing “real momentum in beverages” with the youthful generational cohort, adding that Gen Z fans were “turning to cold, flavorful drinks as a go-to treat.”
“It’s a great opportunity for us to meet our US customers’ evolving tastes and show up in new moments, like afternoon refreshment or snack breaks,” she said.
Elsewhere in fast-food land, Chick-fil-A now offers a Peach Frosted Lemonade and Dunkin’ has the creamy Strawberry Daydream Refresher.
This story first appeared on TODAY.com. More from TODAY:
