Beverage News / Channel Strategies

Taco Bell embarks on largest beverage menu expansion in its history

Quick-service restaurant leverages PepsiCo partnership with six new offerings

January 20, 2014
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Taco Bell embarks on largest beverage menu expansion in its historyTaco Bell Corp., a subsidiary of Louisville, Ky.-based Yum! Brands Inc., announced that it has taken its PepsiCo partnership to the next level by introducing six new beverage offerings. Two of the drinks leverage PepsiCo’s Mountain Dew brand; two beverages build off of its Brisk Iced Tea brand; one drink features its SoBe Lifewater enhanced water brand; and another drink showcases its Manzanita Sol apple-flavored soft drink.

In particular, the three new carbonated soft drinks are Diet Mtn Dew Baja Blast, Mtn Dew Sangrita Blast and Manzanita Sol. This marks the first time that Diet Mtn Dew Baja Blast and the citrus-infused Mtn Dew Sangrita Blast have ever been offered in any form, the company notes. The other three non-carbonated drinks include Brisk Mango Fiesta, Brisk Half & Half Iced Tea & Lemonade, and SoBe Lifewater Yumberry Pomegranate. Suggested prices are $1.39 for a 16-ounce cup, $1.49 for a 20-ounce cup, $1.69 for a 30-ounce cup, and $1.79 for a 40-ounce cup. The new beverage offerings will be added to select Taco Bell locations immediately and will expand nationwide throughout the year.

The six new varieties add to Taco Bell’s existing exclusive beverages, including Mtn Dew Baja Blast and Mtn Dew A.M., a combination of Mountain Dew soda and Tropicana orange juice that launched in 2012.  

“We hear how fanatic our customers are about Mtn Dew Baja Blast, and this inspires us to continue introducing exciting and exclusive beverages to Taco Bell fans,” said Taco Bell Chief Marketing Officer Chris Brandt in a statement. “Beverages — like many of our food items — can be enjoyed on-the-go, which fits our fans’ lifestyles to get more out of every day. We really want to develop beverages that are as unique, tasty and portable as our food.”

As a key element in the quick-service restaurant’s ongoing 10-year growth plan to double the business, these new flavors and Taco Bell’s continued innovation in specialty beverages will help to extend the snacking day-part for the brand, it says.

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