For the first time in over two decades, Taco Bell is expanding its cult-favorite Baja Blast series. According to CNN, on August 14, the fast-food chain will debut Baja Midnight, a vibrant purple soda that blends the original tropical lime flavor with passion fruit.
The launch marks a milestone in Taco Bell’s beverage strategy as the brand aims to grow drink sales to $5 billion within five years and attract a Gen Z audience seeking bold, Instagram-worthy drinks.
Yall new @tacobell Baja Blast flavor 😩💜 pic.twitter.com/rEKf8H50uQ
— Bloo (@Dreamy_Bloo) August 14, 2025
The Legacy of Baja Blast
Baja Blast first appeared on Taco Bell menus in 2004 through an exclusive partnership with Mountain Dew—the first of its kind between a quick-service restaurant and a beverage maker. Designed to complement Taco Bell’s menu, its tropical lime flavor quickly became a fan favorite and a brand differentiator, according to the New York Post.
Over the years, Baja Blast saw limited-time variations, including the Baja Blast Freeze and seasonal releases. Baja Midnight is the first permanent addition to the series.
What’s New About Baja Midnight
The new drink adds an “unexpected” twist by combining passion fruit with the beloved lime base, All Recipes reports.
- Pricing: $2.49 (small), $2.79 (medium), $2.99 (large)
- Baja Midnight Freeze (limited time): $3.79 (regular), $3.99 (large)
Rewards Members will get an early taste: a free medium Baja Midnight with a $5 purchase in the Taco Bell app on August 15.
Beverages: A Major Growth Focus for Taco Bell
Baja Midnight is part of Taco Bell’s larger beverage expansion strategy. Thirty Live Más Café locations are set to open by the end of the year, offering an expanded lineup of drinks. The first San Diego café saw a 40% sales increase, with over 300 drinks ordered per day, CNN reported.
Beverages are among the fastest-growing categories in quick-service restaurants, and Taco Bell aims to compete with beverage-focused chains like Dutch Bros and Scooter’s Coffee.
