Taco Bell is to bring its popular US Mountain Dew Baja Blast drink to the UK for the first time following “years of campaigning” from UK consumers.
The tropical lime-flavored soft drink, which is exclusive to Taco Bell, will initially launch at the brand’s Baker Street restaurant from 26 to 28 June, ahead of a nationwide rollout from 30 June.
According to Taco Bell, Baja Blast has generated thousands of social media posts, online discussions and requests for a UK launch, with Google Trends data showing a 40% increase in UK search interest for the drink in the past five years.
More than six years ago, more than 338 fans signed a Change.org petition calling for Baja Blast to launch in the UK.
“Baja Blast has built an incredible following over the years, and we’ve consistently heard from UK fans asking us to bring it here,” said Taco Bell UK marketing director Lucy Dee.
“This launch is about rewarding that passion and finally giving customers the opportunity to experience one of Taco Bell’s most iconic drinks for themselves. We know how much excitement there is around Baja Blast, and we can’t wait for fans to get their first taste.”
PepsiCo Beverages UK chief marketing officer Steven Hind added: “Our partnership with Taco Bell has helped make Baja Blast one of Mountain Dew’s most distinctive flavour experiences: a drink with a loyal following, a bold tropical lime taste and a place firmly rooted in Taco Bell culture.
“Bringing it to the UK gives consumers something genuinely new and highly ownable, while extending a global partnership that has created some of the most memorable moments for Mountain Dew fans. It’s an exciting step for the brand and for the UK, as we continue to grow through flavours and partnerships that stand out.”
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