Taco Bell’s iconic Mountain Dew Baja Blast beverage, beloved by fans for its tropical flavor, is set to make a groundbreaking move in 2024. For the first time, this fan-favorite soda will be available in stores nationwide throughout the year, breaking free from its seasonal exclusivity.
PepsiCo, the parent company of Mountain Dew, announced this exciting development on Tuesday, marking the drink’s 20th anniversary. Previously, Baja Blast could only be enjoyed at Taco Bell locations, and even then, only during the summer months. But now, soda enthusiasts everywhere can savor the refreshing taste of Baja Blast from the convenience of their local stores.
The decision to extend availability was driven by fans’ passionate requests to enjoy Baja Blast outside of Taco Bell’s doors. The beverage has become a cultural phenomenon, becoming a favorite among soda enthusiasts and Taco Bell patrons. Its tropical lime flavor, available in regular and zero-sugar variants, has a devoted following.
To further enhance the Baja Blast experience, PepsiCo has introduced a special promotion for in-store purchases. Customers who buy Baja Blast can scan their receipts to collect digital coins. These coins can be redeemed for exclusive branded merchandise, electronics, and exciting deals at Taco Bell, adding an extra layer of excitement to the Baja Blast experience.
Taylor Montgomery, Taco Bell’s Chief Marketing Officer, shared excitement over the Baja Blast anniversary, highlighting the enduring partnership between Taco Bell and this fan-favorite drink. “For two decades, Mountain Dew Baja Blast and Taco Bell have formed a legendary pair, delighting our customers’ tastes,” Montgomery remarked. “As we launch into this BAJAVERSARY celebration alongside Mountain Dew, we’re thrilled to offer our devoted fans even more memorable experiences and incentives, further igniting their passion for Mountain Dew Baja Blast!”
In addition to the extended availability and promotional offers, Mountain Dew Baja Blast is set to debut on the Super Bowl’s grand stage. The beverage will be featured in its first-ever Super Bowl commercial during Super Bowl LVIII, further solidifying its place in pop culture.
PepsiCo’s decision to make Baja Blast more accessible reflects the company’s commitment to meeting consumer demands and adapting to a dynamic market. Despite inflation-related cost increases, PepsiCo remains confident in navigating the changing landscape. The company recently raised its profit outlook, citing resilient demand and continued consumer trust in its portfolio of trusted brands.
With a 6.7 percent increase in third-quarter net revenue growth and a year-to-date increase of 8.9 percent, PepsiCo is optimistic about its future performance. Ramon Laguarta, CEO of PepsiCo, expressed confidence in the company’s strategic framework and investments in branding, manufacturing capacity, supply chain, and technology. “We believe that our businesses can continue to perform well in the coming years,” Laguarta affirmed.