- Taco Bell has teamed with PepsiCo to partner on its first-ever exclusive drink flavor Mountain Dew Baja Blast Midnight, a purple drink with passion fruit flavor.
- The new flavor is available on Taco Bell nationwide only at Taco Bell restaurants as a fountain drink, as well as in the freeze format. This is the first time the Baja Blast line has a new flavor in 20 years.
- The company is offering customers that spend more than $5 in the Taco Bell app a free medium Baja Midnight to sample the new flavor.
In 2024, the company reached $1 billion in profit for the first time ever, with more than 24% restaurant level margins in company-owned stores and 32% growth in digital sales, totaling $6 billion. The company said it aims to reach $5 billion in beverage sales by 2030. The new drink offers the brand an opportunity to boost sales and aim for this target. Taco Bell began serving Baja Blast in 2004 and has been a popular menu item ever since.
“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 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.”
