Caffeinated soft drink brand Mountain Dew has announced a return for its tropical lime-flavoured Baja Blast, and will introduce Mtn Dew Sangrita Blast in bottles and cans for a limited time.
Baja Blast will return later this mont,h 11 years after launching exclusively at restaurant chain Taco Bell. According to Mountain Dew, it “is the second largest and fastest growing beverage sold at Taco Bell, and has generated more than $1bn in retail sales since it introduction”. The brand’s citrus punch beverage Mtn Dew Sangrita Blast – also available at Taco Bell – will undergo a limited-time release in bottle and can formats, too.
The PepsiCo-owned brand revealed the developments were a response to consumer feedback, particularly on social media.
Mountain Dew vice president of marketing Greg Lyons said: “Mountain Dew has always been committed to having ongoing conversations with our loyal fans and really listening to what they want. After seeing the excitement Dew Nation had with last year’s surprise announcement of Mtn Dew Baja Blast coming to shelves, there was no question we had to bring it back.”
Earlier this month, the brand released a pair of videos that marked the return of its “Do the Dew” slogan, as it prepared to embark on its first ever global brand campaign.
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