Taco Bell now offers Mountain Dew Baja Midnight, a new beverage launched on August 14 as a permanent menu addition. This drink targets younger generations by focusing on modern flavors and colorful presentations popular among them. Baja Midnight is linked to a broader soda trend, prompting Taco Bell to introduce a beverage-only concept called Live Más Café, with plans to bolster beverage sales significantly. Meanwhile, the drink's synthetic ingredients contradict public health initiatives like those of the Make America Healthy Again movement, which seeks to ban harmful food additives, particularly in soda.
Baja Midnight is the first permanent menu expansion in 20 years of Taco Bell's iconic collaboration with Mountain Dew, Baja Blast.
Baja Midnight is designed specifically with younger generations and "modern flavors" in mind.
The company is currently experimenting with a beverage-only spin-off called Live Más Café, aiming to grow its beverage sales to $5 billion in the next five years.
RFK Jr. has proposed a ban on eight widely used synthetic food dyes that are common in major soda brands.
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