PepsiCo renews Taco Bell partnership for 11 years

PepsiCo has extended its beverage partnership with Taco Bell in the United States for an additional 11 years, with the agreement running through 2036. The deal encompasses participating Taco Bell Cantina and Live Más Cafe locations across the U.S. Although PepsiCo will maintain its role as Taco Bell's beverage partner in Canada, the United Kingdom, Ireland, and Thailand, the partnership maintains a focus on the U.S. PepsiCo's beverage lineup, consisting of brands such as Pepsi, Pepsi Zero Sugar, Mountain Dew, and Starry, will continue to be available at Taco Bell outlets.

Exclusive offerings under the pact include Mountain Dew Baja Blast and Mountain Dew Baja Midnight. PepsiCo's Global Away from Home President, Anne Fink, emphasized the innovative spirit that Taco Bell brings to their collaborations. The two entities have been working together for over two decades, with notable joint ventures like Mountain Dew Baja Blast and Doritos Locos Tacos.

Mountain Dew Baja Blast has blossomed into a billion-dollar brand, while Doritos Locos Tacos is set to celebrate its 15th anniversary in 2027 with new flavor introductions. Moving forward, the collaboration will concentrate on creating crafted, functional, and energy beverages targeted at Gen Z consumers for morning and afternoon consumption.

Both companies have developed Refrescas, a premium beverage platform, and are expanding their range of crafted and functional beverage choices. Taco Bell's President for North America, Meg Farren, highlighted the significance of strong partnerships in driving the restaurant chain's growth and evolution. Over the years, PepsiCo has been a dependable collaborator for Taco Bell, contributing to the company's success. In the past year alone, PepsiCo generated roughly $94 billion in net revenue.