“Baja Blast has always been a source of innovation, surpassing expectations, and remains a fundamental part of the Taco Bell experience,” stated Taylor Montgomery, chief marketing officer at Taco Bell, in a press release introducing Baja Midnight. Alright, take it easy, Taylor. Nevertheless, I agree that Baja Blast is popular, and your latest version with a hint of passionfruit is indeed quite impressive.
Although the press release is filled with marketing jargon and hyperboles, it's true that the blue tropical twist on Mountain Dew known as Baja Blast has been on Taco Bell’s menu for two decades and is a confirmed fan favorite that draws people back to the Tex-Mex fast-food chain. Considering its widespread appeal, it almost seems risky for Taco Bell to alter this cherished beverage. Tampering with something as classic and adored as Baja Blast rarely ends well. However, I’m pleased someone took the chance because Mountain Dew Baja Midnight, a new soda available only at Taco Bell, offers a delightful twist on one of my beloved sodas. And if it’s not to your liking, Baja Blast is still on the menu at Taco Bell.
On August 14, the release date of Baja Midnight, I visited my local Taco Bell. Approaching the drive-thru, I was met with large signs celebrating the arrival of Baja Midnight. The signs, much like the soda, were vibrant purple. In the drink’s press release, Montgomery referred to it as “Taco Bell purple.” Sure, that works.
We arrived at the drive-thru, and I checked in using my app (Yes, I’m quite the Taco Bell enthusiast) and ordered some food along with two large servings of Midnight. They were indeed as vividly purple as the promotional materials promised. I pondered, “Should a person really consume something so artificially colored and vibrant?” but then I recalled my long history with energy drinks and Taco Bell meals. If those haven’t done me in, a peculiarly purple soda won’t either.
After savoring some Taco Bell treats, I took my first substantial sip of Midnight. Initially, it felt like I was just drinking Baja Blast. The new soda is equally sweet and tropical as the original. Was this some elaborate joke by Taco Bell executives on their customers? But then, I detected a hint of passionfruit. While not overpowering, those who adore passionfruit might find it too subtle. Personally, I thought it blended nicely. Baja Blast is the ideal companion to Taco Bell’s burritos, tacos, and quesadillas. I was concerned that Midnight might disrupt that harmony. Instead, the gentle passionfruit flavor offers a fresh way to enjoy Baja Blast.
In the future, I’ll still opt for Baja Blast, but I anticipate that occasionally, during my visits to Taco Bell, I’ll want to mix things up, and Baja Midnight will be there to offer a slightly tangier and sweeter variation on the original drink. Well done, Taylor Montgomery, chief marketing officer at Taco Bell, and the entire team involved. You’ve preserved the essence of Baja Blast while adding something special. Congratulations. Now, could you please add chips to the Cantina Chicken Bowl?
