 | |
 | |
| Type | Citrus soft drink |
|---|---|
| Manufacturer | PepsiCo |
| Country of origin | United States |
| Introduced | July 29, 2004 |
| Related products | |
| Website | https://bajablast.com |
Mountain Dew Baja Blast is a tropical lime-flavored soft drink created for Taco Bell restaurants. Since the original flavor's launch in 2004, the Baja Blast brand has since expanded to include new flavors, alcoholic beverages, and energy drinks, as well as merchandise. The drink's name is derived from the Mexican state of Baja California.
The flavor was first made available in July 29, 2004. Created for, and exclusively sold at Taco Bell locations, it was a collaboration between the company and Mountain Dew owners PepsiCo. One of the first instances of a restaurant offering an exclusive soda beverage, it was created to increase sales of fountain soda. [1] [2] The flavor was heavily promoted at launch with advertising campaigns. [3]
In 2014, ten years after the drink's original launch, it was released for the first time in a packaged format. [4] [5] The retail release was only available for a limited time. The drink was promoted on Twitter, as well as through on-air advertisements featuring Dale Earnhardt Jr. [6]
In December 2013/January 2014, Taco Bell released Mountain Dew Sangrita Blast, a non-alcoholic sangria flavor, as a sister flavor to Baja Blast, along with a diet version of Baja Blast. [7] [8] [9] [10]
In 2015, Baja Blast was re-released for a limited time at retail stores, along with Sangrita Blast. [11] [12] [13]
In 2016, the flavor was part of the "DEWcision" campaign. It was put up against Mountain Dew flavor Pitch Black, and fans would vote for their favorite, the winner of which would be kept on store shelves permanently. The campaign featured wide promotion of both flavors, including advertisements, [14] NASCAR paint schemes [15] and a "Dewggro Crag" event themed around the Nickelodeon game show Guts. [16] [17] It was ultimately announced that Pitch Black had won the vote, and would remain on store shelves. [18] [19] As such, Baja Blast was once again discontinued from retailers.
Following the discontinuation of Pitch Black due to poor sales, the flavor returned to store shelves yearly since 2018. [20] [21] [22] [23] [24] A zero sugar version was offered starting in 2019.
In 2019, Taco Bell began offering a birthday-themed Baja Blast freeze to celebrate the drink's 15th birthday. [25] [26] [27] Select locations, branded "Taco Bell Cantina," offered the alcoholic "Mountain Dew Baja Blast Twisted Freeze." [28] The "Baja Blast Colada" freeze was offered by Taco Bell in 2021. [29] [30] [31]
In 2022, Baja Blast was announced as one of the flavors of the Hard Mountain Dew line of alcoholic beverages, which would release in retail stores later that year. [32] [33] [34] [35] The flavor was added to the Mountain Dew Energy line of energy drinks later that year. [36] [24]
The Baja Blast brand has expanded to include themed merchandise, such as flavored lip balm, [37] room sprays, [38] Baja Blast flavored gelato and Halloween costumes. [39] A limited-edition Baja Blast hot sauce was created in 2023 as part of a giveaway promotion. [40]
Taco Bell began testing a Baja Blast gelato on their menu in August 2023; during which it was offered for two weeks at a single location in Irvine, CA. [41] Taco Bell also offered Mtn Dew Energy Baja Blast in a test market, along with Baja Blast Charged Berry, which features the energy drink mixed with strawberry flavor. [42]
In January 2024, Pepsi announced that in celebration of the 20th anniversary of Baja Blast, it would remain on shelves all year long, instead of its prior summer-only retail availability. [43] Advertised as the "20th Bajaversary," promotions for the anniversary included a Super Bowl LVIII advertisement, new products, and giveaway items. [44] [45]
As of 2024, Baja Blast is the second-best-selling flavor in the Mountain Dew lineup, after standard Mountain Dew. [46]
In 2021, Baja Blast was released at retail as part of the "Summer of Baja" promotion, alongside new, "spinoff" flavors. These flavors were Baja Punch, a tropical punch flavor, and Baja Flash, a piña colada flavor. [23] [47] [48]
In June 2022, Baja Blast's retail release was accompanied with new flavors Baja Gold, a pineapple flavor, and Baja Mango Gem, a mango flavor. A third new flavor, Baja Deep Dive, was a mystery flavor available exclusively as a giveaway prize. [24] [36]
Hard Mountain Dew, an alcoholic line of Mountain Dew flavors, offers Baja Blast as one of its flavors. In May 2023, a Baja Blast variety pack was announced, including new flavors Hard Baja Blast Pineapple, Hard Baja Blast Punch and Hard Baja Blast Mango. [49]
Shortly after, in June 2023, Baja Blast was released into retail stores for the ninth time, this time accompanied with new flavors Baja Caribbean Splash, a guava flavor, and Baja Passionfruit Punch, a passionfruit flavor. [50]
In March 2024, Pepsi released two new flavors for a limited time: Baja Laguna Lemonade, a mango lemonade flavor, and Baja Point Break Punch, a tropical punch flavor. [51] In April, Doritos released a limited-time flavor inspired by Baja Blast, Doritos Baja Fiery Mango. [52]
The Piña Colada is a cocktail made with rum, cream of coconut, and pineapple juice, usually served either blended or shaken with ice. It may be garnished with either a pineapple wedge, maraschino cherry, or both. The drink originated in Puerto Rico.
Taco Bell Corp. is an American multinational chain of fast food restaurants founded in 1962 by Glen Bell (1923–2010) in Downey, California. Taco Bell is a subsidiary of Yum! Brands, Inc. The restaurants serve a variety of Mexican-inspired foods, including tacos, burritos, quesadillas, nachos, novelty, and speciality items, and a variety of "value menu" items. As of 2023, Taco Bell serves over two billion customers each year, at 8,212 restaurants, more than 94 percent of which are owned and operated by independent franchisees and licensees.
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