According to Taylor Montgomery, Taco Bell’s head of marketing, Baja Blast has consistently fueled imagination, exceeded expectations, and remains fundamental to the Taco Bell experience. This statement was part of an announcement regarding Baja Midnight. Alright, Taylor, settle down a bit. But, yes, I agree that Baja Blast is popular, and this new passion fruit flavored version is remarkably delicious.
That official announcement may be full of marketing speak and exaggerations, it’s undeniably true that the tropical-inspired blue Mountain Dew variant, Baja Blast, has been a fixture on Taco Bell’s menu for 20 years. It’s become a certified favorite, drawing customers back to the Tex-Mex chain. Considering its widespread appeal, it might seem risky for Taco Bell to alter the beloved beverage. Tinkering with something so established rarely goes smoothly. However, I’m happy someone did, because Mountain Dew Baja Midnight, a new, Taco Bell-exclusive soda, offers a delightful twist on one of my preferred drinks. And if you dislike it, classic Baja Blast is still available.
On August 14, the official release date, I visited my local Taco Bell. As I approached the drive-thru, I was met with prominent purple advertisements showcasing Baja Midnight. The new soda, like the ads, is also distinctly purple. In the drink’s announcement, Montgomery playfully referred to it as “Taco Bell purple.” Why not?
After pulling up to the drive-thru, I used my app to order food and two large Baja Midnights. The drinks were a vibrant purple, mirroring the color in the promotional materials. I briefly questioned whether a human should consume something so artificially vibrant, but then I remembered my decades-long consumption of energy drinks and Taco Bell fare. If that hasn’t ended me, a quirky purple soda probably won’t.
After enjoying some Taco Bell food, I took my first sip of Midnight, and initially, it tasted just like Baja Blast. The new version is equally sweet and tropical. I wondered if Taco Bell was playing a prank on its customers. But, a moment later, the passion fruit flavor emerged. It’s relatively mild, and true passion fruit enthusiasts might find it underwhelming. However, for me, it worked perfectly. Baja Blast is already a great pairing with Taco Bell’s tacos, burritos, and quesadillas. I worried Midnight might ruin that combination. Instead, the subtle passion fruit offers a fresh perspective on the Baja Blast experience.
I’ll continue ordering Baja Blast in the future, but I anticipate that on occasion, I’ll want a change, and Baja Midnight will be there to offer a slightly sweeter and tangier variation on the original. So, kudos to Taylor Montgomery, Taco Bell’s chief marketing officer, and everyone involved. You didn’t spoil Baja Blast; instead, you enhanced it. Congratulations. Now, please add chips to the Cantina Chicken Bowl.