Taco Bell's latest launch isn't food . . . and it's kind of genius

Fast Company

10 hours ago

Taco Bell, best known for Mexican-inspired grub like nachos and chalupas, is expanding its beverage offerings. The move, which seeks to cater to Gen Z's insatiable thirst for both energy drinks and mocktails, includes the addition of six new bubbly creations to the summer menu, with three drinks sticking around permanently.
'We're seeing today that people, especially younger consumers, are reaching for refreshing drinks as part of their lifestyle, whether it's for energy or a sweet treat throughout the day,' Liz Matthews, Taco Bell's Global chief food innovation officer, said in a release announcing the drinks. 'So, we're making big investments to become the ultimate beverage stop where our fans can expect to see the same bold, unexpected creativity in their cups as they do on their plates,' Matthews added.
The new nationwide lineup includes three fruit-flavored Refrescas, two energy drinks, and one frozen offering. The brand's Refrescas are available in Strawberry Passionfruit, Dragonfruit Berry, and Mango Peach, and are set to remain on the menu post-summer. The energy drinks, which have 200 mg. of caffeine, come in Pineapple Lime or Tropical Punch Rockstar Energy® Refresca. The frozen drink, the brand's Refresca Freeze, a 'frozen take on the Refresca line-up, featuring real freeze-dried fruit pieces,' is available in Strawberry Lime flavor.
Drink menus that go beyond the typical cola options are certainly becoming a hot (cold) commodity. Major beverage chains like Starbucks and Dunkin', who already served their own version of refreshers, both added energy drinks to their menus last year. And brands like Chick-fil-A, Wendy's, and McDonald's have expanded beverage offerings, too. Now, Taco Bell is going 'all in' on the buzzy beverage trend. According to the latest announcement, Taco Bell says it's aiming to reach $5 billion in beverage sales alone in the next five years.
The brand, which has managed to remain competitive even as fast food chains have struggled in recent years, is no stranger to evolution. It has also reimagined its in-store experience with the introduction of its Live Más Café, a barista-style concept it tested in Chula Vista, California that proved successful. Per the announcement, the brand will expand the concept to 30 more Taco Bell locations across Southern California and Texas by year's end.
'This is just the beginning of a multi-year beverage transformation, and Taco Bell is making one thing clear: bold refreshment is officially on the menu,' the announcement said.