Taco Bell Launches New Baja Blast Flavor Nationwide

Taco Bell is introducing Mountain Dew Baja Midnight, the first permanent new flavor in the Baja Blast line in 20 years, available starting August 14 nationwide. This new purple beverage combines the classic tropical lime flavor with passion fruit, creating a bold twist designed to complement Taco Bell's menu items, especially targeting Gen Z consumers. Baja Midnight will be a permanent menu item, priced around $2.49 for a small size, alongside a limited-time Baja Midnight Freeze. The launch reflects Taco Bell's $5 billion beverage sales growth strategy, emphasizing innovative, exclusive drinks to engage fans and drive visits. Taco Bell's Chief Marketing Officer Taylor Montgomery highlighted that Baja Blast has been a key part of the brand experience, and the new flavor expands its universe while maintaining fan appeal. The company is also planning additional Baja Blast-inspired products for 2025, underscoring the brand's ongoing popularity and influence.