1/22/2024 0 Comments Mt dew flavors newWith two-thirds of its business being generated at the drive-thru and a growing late night business, Taco Bell has a unique opportunity with Mountain Dew Baja Blast to drive off-site beverage purchases and overall sales. Taco Bell customers are one-and-a half times more likely to drink Mountain Dew than the average American, according to research. “They are active, energetic, and constantly looking for something they can call their own.” “Over the years, Taco Bell has helped grow the Mountain Dew brand to the point where Taco Bell customers and Mountain Dew drinkers have become kindred spirits,” said Dave Burwick, SVP and chief marketing officer for Pepsi-Cola North America. The companies conducted extensive research to ensure the name, color, and the taste complemented Taco Bell menu items and lived up to the personalities of both brands. Pepsi and Taco Bell, business partners since the 1970s, worked hand-in-hand to develop the signature flavor so it appealed to the large number of Taco Bell customers who regularly drink Mountain Dew. The new product has a turquoise-green color and a flavor that has been described as Mountain Dew mixed with tropical lime. “We continue to reinforce our ‘Think Outside The Bun’ message by offering food, and now a beverage item, that consumers can’t get anywhere else.” “Pepsi has proven to be a true strategic partner and understands our need to continue to differentiate ourselves in the market place,” said Greg Creed, chief marketing officer for Taco Bell, in a statement. Mountain Dew Baja Blast, which features a Mexican-inspired tropical lime flavor, marks the first time an international beverage company and quick-service restaurant have collaborated to create a proprietary beverage specifically designed to complement the chain’s menu items. In a first-of-its-kind partnership with Pepsi, Taco Bell has announced the introduction of Mountain Dew Baja Blast, a soft drink available only at participating Taco Bell restaurants nationwide.
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