PepsiCo today announced it has renewed its partnership with Taco Bell in the U.S. and several international markets. The agreement reflects the strength of the brands’ long-standing relationship and creates new opportunities to support growth, accelerate food and beverage innovation and deliver distinctive consumer experiences.
“Some of PepsiCo’s best foodservice innovations have come from partnerships that challenge us to think differently, and Taco Bell has always brought that energy,” says Anne Fink, president, PepsiCo Global Away from Home. “Together, we have co-created products consumers love, from the iconic Mountain Dew Baja Blast to DORITOS Locos Tacos. What makes this partnership special is how we bring together Taco Bell’s connection to culture with PepsiCo’s consumer insights, culinary capabilities and beverage expertise to create what’s next. We’re excited about what we can build together over the next 11 years.”
“Strong partnerships have always been critical to how Taco Bell grows and evolves,” said Meg Farren, Taco Bell’s president, North America. “PepsiCo has been a trusted partner for over two decades, and we look forward to continuing to work hand-in-hand to drive long-term growth for the Taco Bell brand, create greater value across our system and find new ways to meet the evolving needs of our consumers.”
Taco Bell and PepsiCo renew U.S. partnership through 2036
PepsiCo and Taco Bell have renewed their longstanding U.S. partnership for another 11 years. PepsiCo’s beverage portfolio, including Pepsi®, Pepsi Zero Sugar®, Mountain Dew®, Starry®, as well as iconic exclusives Mountain Dew Baja Blast® and Mountain Dew Baja Midnight®, along with other consumer favorites, will continue to be featured across participating Taco Bell®, Taco Bell Cantina® and Live Más Cafe® locations nationwide, extending a partnership that has helped drive beverage and food innovation for decades.
For more than two decades, the brands have worked together to create fan-favorite innovations including Mountain Dew Baja Blast and DORITOS® Locos Tacos. Mountain Dew Baja Blast has grown into a billion-dollar brand with a passionate fan following, while continued innovation, from Baja Midnight and limited-time pink Baja Blast to Baja Blast Pie for Friendsgiving and Baja Blast Gelato, has kept the platform fresh and culturally relevant. DORITOS® Locos Tacos, another signature collaboration between Taco Bell and PepsiCo, will celebrate its 15th anniversary in 2027, with new flavors planned for the platform.
Building on that foundation, the partnership will focus on staying ahead of emerging beverage trends across crafted, functional and energy beverages, including energy offerings designed to appeal to Gen Z consumers and unlock new morning and afternoon occasions. PepsiCo and Taco Bell have partnered from consumer insight through development and execution to bring new beverage experiences to life, including Refrescas, a premium beverage platform designed to create elevated pairing opportunities, and an expanding range of crafted and functional beverages to stay ahead of emerging beverage trends.
