Beverage Industry

Mountain Dew brings exclusive Taco Bell soda to retail

Mtn Dew Baja Blast will be available in bottles and cans for a limited time starting May 5

April 24, 2014

Mtn Dew Baja BlastMountain Dew, a brand of Purchase, N.Y.-based PepsiCo Inc., will make its Mtn Dew Baja Blast carbonated soft drink available at retail for the first time. The beverage originally was introduced 10 years ago as a “Taco Bell original,” but as of May 5, it will expand into bottles and cans at retail. Mtn Dew Baja Blast will remain available at Taco Bell during its retail launch, but it will move back into its Taco-Bell-exclusive status at the end of the summer or when supplies run out at retail.

"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 for Mountain Dew, in a statement. "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."

Mtn Dew Baja Blast is the second-largest and fastest-growing fountain beverage sold at Taco Bell, the company says. It also is the most requested flavor among the Dew Nation and has generated more than 30,000 mentions on Twitter in the past three years, it adds.

"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 of Taco Bell, in a statement. "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."

Mtn Dew Baja Blast will be available in single serve 20-ounce bottles and 24-ounce cans, as well as in 12-packs of 12-ounce cans.

On May 5, fans also will be able to download and play the "Baja or Bust" mobile gaming app. Based on the popular 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 from Mtn Dew Baja Blast caps to unlock in-game upgrades and advantages.

For more information, visit www.mountaindew.com/bajablast or www.facebook.com/mountaindew, and join the conversation with @mtn_dew using #SummerOfBaja and with @TacoBell using #SummerOfBaja.