Soda is often a lightening rod for heated discussions on sugar intake and obesity; New York City tried to ban large sizes of it, some schools nixed it from their vending machines, and the link between even diet soda and health problems remains a topic of debate. But just as well-intentioned folks are trying to keep soda out of your hands, Taco Bell has come up with a brand new way to incorporate it into your diet.
The Los Angeles Times reports that though consumers may not equate the fast-food chain with breakfast foods, Taco Bell is hoping to change that with its morning-time “First Meal” menu. In addition to offering a breakfast wrap, the First Meal menu now includes a drink called “Mountain Dew AM,” a mix of Mountain Dew and Tropicana. It’s soda―for breakfast.
The Associated Press reports that both Mountain Dew and Tropicana are owned by PepsiCo Inc. The company stated that Taco Bell will be the only restaurant allowed to mix the two drinks together and sell under the moniker of Mountain Dew AM.
Jon Sicher of Beverage Digest reported to the Associated Press that introducing drink options for the morning is an important power play for soda manufacturers because it increases sales and positive brand name recognition with consumers.
Taco Bell’s First Meal menu was rolled out beginning this year at 800 select locations. Though the chain expanded their higher-end offerings, it’s found the greatest success by appealing to younger men who thrive on junk food. The restaurant saw double-digit growth during the second quarter this year, which it attributes to new tacos featuring shells made out of Nacho Cheese Doritos.
If you go to Taco Bell for breakfast (seriously, what do you get?), and would you wash it down with some Mountain Dew AM? Let us know in the Comments.