Exclusively available at Taco Bell when it
launched in 2004, PepsiCo’s Mountain Dew Baja Blast made the move to national retail in early 2024. Now, there’s a new flavor variety available as a Taco Bell exclusive and a
“permanent” flavor, Mountain Dew Baja Midnight. Described as a passion-fruit-powered twist on the lime citrus Baja Blast, the new flavor also happens to hold a purple hue similar to Taco
Bell’s logo. Mountain Dew Baja Midnight is launching both as a regular soda fountain staple, and with a seasonal Mountain Dew Baja Freeze variety.
To encourage customers to try the new
flavor, the brand is offering a free medium Mountain Dew Baja Midnight to rewards customers who spend $5 or more on a Taco Bell order with the chain’s mobile app at participating locations.
The brand is also calling on fans to help define the new flavor in a social media campaign that asks fans to submit descriptions -- while pointing to Zach from @SnachWithZach, who calls
the Baja Midnight “a purple oasis of flavor bliss in a barren desert filled with tired, dehydrated beverages."
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“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."
The flavor launch comes as PepsiCo is really
doubling down on Dew as well. After using the 2024 Super Bowl to hype Baja
Blast celebrating its 20th anniversary by expanding to national retail, the brand returned to the Big Game again this year. PepsiCo also launched
a campaign reviving an old jingle for the Mountain Dew master brand this
May, promoting a brand refresh introducing a new logo and visual identity.
Earlier this year, in a call discussing PepsiCo’s Q1 earnings report with investors, CEO Ramon LaGuarta
characterized Mountain Dew as among the “areas where we need to keep improving,” while expressing optimism about the brand relaunch campaign. He also characterized Baja Blast as "a good
addition to the portfolio that will drive structural demand for the brand.”