June 6, 2012
IRVINE, Calif.Taco Bell recently unveiled a new trial beverage in select Southern California locations, a mixology of Mountain Dew and orange juice, served until 11 A.M. In a Fox News article (see Taco Bells breakfast drink = Mountain Dew and Orange Juice), spokesman for Taco Bell, Rob Poetsch, said: Our customers love Mountain Dew, and its one of our most popular beverages, so we are testing Mtn Dew AM in Fresno and Southern California as the latest innovation to our FirstMeal Menu. Were pleased with the initial reaction from our customers, and if it does well, well roll it out to all our restaurants that serve breakfast.
The Fox News story suggests that the mixture is known to some as a home remedy cure for a hangover
Taco Bell (known for its promotion of FourthMeal) announced its FirstMeal initiative last January. Participating units across several western states are menuing Cinnabon rolls and breakfast burritos, among other items.
To date, the term mixology has traditionally only been used in connection with the cocktail industry in reference to creating drinks with the help of food-science principles made famous with molecular gastronomy. This often involves various types of equipment and/or creation of specialized ingredients, such as those made via spherification (caviar-like balls made with a gum, like sodium alginate and the substance to be spherified, such as a juice).
With the advent of the Freestyle machine from The Coca Cola Company, previously unheard-of combinations of branded beverages will undoubtedly come to life, perhaps opening opportunities for promotions. Freestyle has been seeing more placement in major QSR chains, and most recently, Moes Southwest Grill and Burger King have committed to implementing the technology.
Mountain Dew is manufactured by PepsiCo.
The new beverage has already been cultivating nicknames, including Dewdriver and Morning Dew.
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