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Baja Blast

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Baja Blast
TypeCitrus soft drink
ManufacturerPepsiCo
Country of origin United States
IntroducedJuly 29, 2004; 20 years ago (July 29, 2004)
Related products
Websitehttps://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.

History

[edit]

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 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]

In 2015, Baja Blast was re-released for a limited time at retail stores, along with Sangrita Blast.[10][11][12]

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,[13] NASCAR paint schemes[14] and a "Dewggro Crag" event themed around the Nickelodeon game show Guts.[15][16] It was ultimately announced that Pitch Black had won the vote, and would remain on store shelves.[17][18] 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.[19][20][21][22][23] 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.[24][25][26] Select locations, branded "Taco Bell Cantina," offered the alcoholic "Mountain Dew Baja Blast Twisted Freeze."[27] The "Baja Blast Colada" freeze was offered by Taco Bell in 2021.[28][29][30]

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.[31][32][33][34] The flavor was added to the Mountain Dew Energy line of energy drinks later that year.[35][23]

The Baja Blast brand has expanded to include themed merchandise, such as flavored lip balm,[36] room sprays,[37] Baja Blast flavored gelato and Halloween costumes.[38] A limited-edition Baja Blast hot sauce was created in 2023 as part of a giveaway promotion.[39]

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.[40] 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.[41]

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.[42] Advertised as the "20th Bajaversary," promotions for the anniversary included a Super Bowl LVIII advertisement, new products, and giveaway items.[43][44]

As of 2024, Baja Blast is the second-best-selling flavor in the Mountain Dew lineup, after standard Mountain Dew.[45]

Flavors

[edit]

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.[22][46][47]

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.[23][35]

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.[48]

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.[49]

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.[50] In April, Doritos released a limited-time flavor inspired by Baja Blast, Doritos Baja Fiery Mango.[51]

See also

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References

[edit]
  1. ^ "New Mountain Dew Flavor Available Only at Taco Bell". QSR magazine. 6 August 2004. Archived from the original on 2022-07-03. Retrieved 2022-03-09.
  2. ^ Lomax, Alyce (2004-08-16). "Taco Bell's Blue Dew". The Motley Fool. Archived from the original on 2022-09-22. Retrieved 2022-03-09.
  3. ^ Hall, Steve. "Taco Bell Promotes New Drink With Wood Chipper". www.adrants.com. Archived from the original on 2022-05-24. Retrieved 2022-03-09.
  4. ^ "Mountain Dew Packages Taco Bell's Baja Blast". BevNET.com. 2014-04-24. Archived from the original on 2022-03-09. Retrieved 2022-03-09.
  5. ^ "Mtn Dew Baja Blast". Convenience Store News. 16 May 2014. Archived from the original on 2022-12-03. Retrieved 2022-03-09.
  6. ^ "Mountain Dew gives tweeters a blast from the past". Digiday. 2014-05-12. Archived from the original on 2022-03-14. Retrieved 2022-03-09.
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  8. ^ Stampler, Laura (2014-01-17). "You're Not Ready for Taco Bell's Mountain Dew Sangria". Time. ISSN 0040-781X. Archived from the original on 2022-03-09. Retrieved 2022-03-09.
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  10. ^ "Mtn Dew Brings Back the Blast". CSP Daily News. April 9, 2015. Archived from the original on 2022-03-09. Retrieved 2022-03-09.
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  12. ^ "The Return of Baja Blast & Sangrita Blast Mountain Dew". Music Mayhem Magazine. 2015-04-05. Archived from the original on 2021-12-03. Retrieved 2022-03-09.
  13. ^ Tran, Lina (2016-05-25). "Mountain Dew Gets Into the Virtual Reality Game". Eater. Archived from the original on 2022-08-08. Retrieved 2022-03-09.
  14. ^ "Mountain Dew Enlists NASCAR Stars For Promo". www.mediapost.com. Archived from the original on 2022-03-09. Retrieved 2022-03-09.
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  18. ^ "The Results of DEWcision 2016 Are In". Convenience Store News. 19 July 2016. Archived from the original on 2022-03-09. Retrieved 2022-03-09.
  19. ^ "Mountain Dew Baja Blast is coming back". WPTV. 2018-04-06. Archived from the original on 2021-10-25. Retrieved 2022-03-09.
  20. ^ "Mountain Dew is bringing back Baja Blast to stores for the summer". wkyc.com. 9 April 2018. Archived from the original on 2023-09-24. Retrieved 2022-03-09.
  21. ^ Johnson, Allison (2020-03-04). "Mountain Dew Baja Blast is Back for a Limited Time". Wide Open Eats. Archived from the original on 2021-10-15. Retrieved 2022-03-09.
  22. ^ a b "Mtn Dew Baja Blast's First Two Spinoffs Have Officially Hit Stores". IRL. Archived from the original on 2022-03-09. Retrieved 2022-03-09.
  23. ^ a b c Pomranz, Mike (June 7, 2022). "Mtn Dew Baja Blast Is Returning to Stores This Summer with Three New Flavors and an Energy Drink". Food & Wine. Archived from the original on 2022-06-08. Retrieved 2022-06-08.
  24. ^ Flager, Madison (2019-10-18). "Taco Bell's Limited-Edition Baja Blast Birthday Freeze Comes With Candy Confetti Sprinkles". Delish. Archived from the original on 2022-03-09. Retrieved 2022-03-09.
  25. ^ "Taco Bell's New Birthday Baja Blast Is a Sprinkle-Filled Frozen Dream". Thrillist. 17 October 2019. Archived from the original on 2022-03-09. Retrieved 2022-03-09.
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  27. ^ Hahn, Fritz (January 11, 2019). "It's 2019 and Taco Bell will now serve you a frozen margarita with your Crunchwrap Supreme". The Washington Post. Retrieved March 9, 2022.
  28. ^ Fitzpatrick, Caitlyn (2021-05-20). "Taco Bell Is Serving Up a New Mountain Dew Baja Blast Freeze That Has a Piña Colada Twist". Best Products. Archived from the original on 2022-03-09. Retrieved 2022-03-09.
  29. ^ "Taco Bell Debuts Piña Colada-Inspired Mountain Dew Baja Blast Colada Freeze". Hypebeast. 2021-05-24. Archived from the original on 2022-03-09. Retrieved 2022-03-09.
  30. ^ "Taco Bell's New Mtn Dew Baja Blast Colada Freeze Is Summer in a Plastic Cup". Thrillist. 24 May 2021. Archived from the original on 2022-08-24. Retrieved 2022-03-09.
  31. ^ Valinsky, Jordan (28 January 2022). "Taco Bell favorite Mountain Dew Baja Blast is going boozy". CNN. Archived from the original on 2022-03-09. Retrieved 2022-03-09.
  32. ^ "Baja Blast Joins Hard Mountain Dew Flavors Arriving This Year". Nerdist. Archived from the original on 2022-02-22. Retrieved 2022-03-09.
  33. ^ "When Is Hard Baja Blast Mountain Dew Coming?". Food Network. Archived from the original on 2022-02-23. Retrieved 2022-03-09.
  34. ^ Pomranz, Mike (January 28, 2022). "A Boozy Baja Blast Is Joining the Hard Mtn Dew Lineup". Food & Wine. Archived from the original on 2022-03-09. Retrieved 2022-03-09.
  35. ^ a b "Summer of Baja Is Back with New Baja Blast Flavors and a Giveaway". Thrillist. 7 June 2022. Archived from the original on 2022-06-08. Retrieved 2022-06-08.
  36. ^ "Mountain Dew Baja Blast Lip Balm Is A Thing And, Yes, It's Bright Blue". Delish. 2020-05-06. Archived from the original on 2022-09-13. Retrieved 2022-09-13.
  37. ^ Scinto, Maria (2021-07-14). "Baja Blast Fans Need To Know About This Bizarre New Mountain Dew Product". Mashed.com. Archived from the original on 2022-09-13. Retrieved 2022-09-13.
  38. ^ "Dress the DEW: MTN DEW and Spirit get spooky this Halloween season". FoodSided. 2022-09-06. Archived from the original on 2022-09-13. Retrieved 2022-09-13.
  39. ^ Brayson, Johnny (2023-02-08). "I Tried Mountain Dew's Baja Blast Hot Sauce, and I'm Still Alive". Gear Patrol. Archived from the original on 2023-02-12. Retrieved 2023-02-12.
  40. ^ Miller, Bob (2023-08-30). "Taco Bell Is Testing New MTN DEW Baja Blast Gelato At One Restaurant In Southern California Starting August 31, 2023". Chew Boom. Archived from the original on 2023-09-01. Retrieved 2023-09-01.
  41. ^ "Taco Bell launches energy drinks at 3 locations". www.qsrweb.com. 2023-09-19. Archived from the original on 2023-09-24. Retrieved 2023-09-19.
  42. ^ "MTN DEW Baja Blast Will Be on Shelves All Year Long in 2024". The Takeout. 2024-01-02. Retrieved 2024-01-04.
  43. ^ "MTN DEW BAJA BLAST celebrates 20th anniversary with year-round release | Beverage Industry". www.bevindustry.com. Retrieved 2024-11-15.
  44. ^ Forbes, Ahjané. "Taco Bell is celebrating Baja Blast's 20th anniversary with freebies and Stanley Cups". USA TODAY. Retrieved 2024-11-15.
  45. ^ "All the New Mountain Dew Flavors from 2024, Ranked | Sporked". 2024-11-29. Retrieved 2024-11-29.
  46. ^ Miller, Bob (2021-06-08). "Mountain Dew Adds New Baja Flash And Baja Punch Flavors As Part Of 'Summer Of Baja' Promotion". Chew Boom. Archived from the original on 2022-03-13. Retrieved 2022-03-09.
  47. ^ "PepsiCo releases two new Mtn Dew Baja Blast flavors". www.foodbusinessnews.net. Archived from the original on 2022-01-27. Retrieved 2022-03-09.
  48. ^ "Hard MTN Dew Baja Blast Variety Pack Features 3 New Flavors". Nerdist. Archived from the original on 2023-06-03. Retrieved 2023-06-03.
  49. ^ "Archived copy". Archived from the original on 2023-06-24. Retrieved 2023-09-24.{{cite web}}: CS1 maint: archived copy as title (link)
  50. ^ "MTN DEW Debuts Two New, Limited Time Baja Flavors". www.foodbeast.com. Retrieved 2024-03-19.
  51. ^ "This New 'Spice-Packed' Doritos Flavor Is a Love Letter to Soda Fans". Food & Wine. Retrieved 2024-04-11.
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