DEW Nation’s most requested flavor expands from restaurant to retail when it hits shelves starting today.
Mtn Dew Baja Blast, a PepsiCo innovation that was introduced exclusively as a “Taco Bell Original” ten years ago, will be available at retail stores for a limited time beginning May 5.
While Mtn Dew Baja Blast is always available at Taco Bell, consumers will have to move fast to buy it at retail. The fan-favorite will head back to Taco Bell exclusively at the end of the summer – or when supplies run out.
Mtn Dew Baja Blast is the second largest and fastest growing fountain beverage sold at Taco Bell. It is the most requested flavor among the DEW Nation, and has generated more than 30,000 mentions on Twitter in the past three years.
“Mtn Dew Baja Blast has been a fan-favorite for 10 years, and we’re thrilled for this first-time opportunity to make it available on store shelves this summer,” said Greg Lyons, vice president of marketing, Mountain Dew. “We’ve been humbled by the amount of speculation and consumer buzz around Mtn Dew Baja Blast being bottled and are confident that this limited time offer is going to be a blockbuster.”
“Every week, 36 million people come to Taco Bell and see – or buy – Mtn Dew Baja Blast, and now we’re able to expand our reach of this fan-favorite to millions more,” said Chris Brandt, chief marketing officer, Taco Bell. “We are all about putting a twist on the traditional, from innovative menu items to exclusive Taco Bell beverages, which is why we’ll continue to work with our partners at PepsiCo to find and create the best experiences for our customers.”
PepsiCo’s long-term partnership with Taco Bell and the success of Baja Blast helped lead to the development of another PepsiCo-Taco Bell innovation – the Doritos Locos Tacos.
“Not only is Dew a powerhouse beverage brand, it has also proven to be a catalyst for new growth opportunities on the snacks side of our portfolio,” said Ann Mukherjee, chief marketing officer, Frito-Lay North America. “The work our beverage team did with the Mountain Dew Baja Blast flavor paved the way for similar co-creation of new products at Frito-Lay. The result was the Doritos Locos Tacos, the most successful new product in Taco Bell’s history.”
Mtn Dew Baja Blast will be available in single serve 20 oz. bottles and 24 oz. cans, as well as 12-packs of 12 oz. cans.
On May 5, fans will also be able to download and play the “Baja or Bust” mobile gaming app. Based upon the widely-played Motocross Elite app, “Baja or Bust” will be available for iOS and Android platforms and will enable players to enter for a chance to win exciting prizes, including adventure and beach vacations, and enter codes, available under every cap of Mtn Dew Baja Blast, to unlock in-game upgrades and advantages.
Visit www.MountainDew.com/BajaBlast or Facebook.com/MountainDew for more information, and join the conversation at @mtn_dew #SummerOfBaja and @TacoBell #SummerOfBaja.