Taco Bell and Mountain Dew are Testing Energy Drinks
Taco Bell and Mountain Dew are testing two new beverages – the Baja Blast Charged Berry and Mtn Dew Energy Baja Blast – across three restaurants in Southern California and Tucson, Arizona. They are available through Sept. 28 while supplies last.
Customers can order the Baja Blast Charged Berry, which includes the original Baja Blast with an added swirl of sour strawberry flavor, for $4.50 to $4.99, plus tax, depending on location. The beverage comes in large only.
The Baja Blast Charged Berry includes citicoline and caffeine from the Mountain Dew Energy Baja Blast, offering 180 mg of caffeine per 27.2-ounce servings and 70 calories. Customers can also order a Mountain Dew Energy Baja Blast in cans for $2.50 to $2.99, plus tax, depending on location.
The test comes on the heels of the companies’ gelato test earlier this month at a single restaurant in Irvine, Calif. It also comes as the demand for energy drinks experiences a material uptick. Data form Circana shows a 12.2% sales increase for the category in the past year. Acumen Research and Consulting forecasts a continued annual growth rate of over 8% through 2030, citing consumers’ increasing focus on wellness, endurance and alertness. As such, several restaurant chains, from Panera and Starbucks to Tim Hortons, Dutch Bros and 7 Brew, have added energy drinks.
Mountain Dew has been available at Taco Bell since Pepsico acquired the chain in 1978, according to Taco Bell Wiki. Baja Blast became an exclusive flavor at Taco Bell restaurants in August 2004. That partnership has since expanded with new flavors and into retail. Last year, a Hard Baja Blast, with alcohol, was launched at select retailers.