CINCINNATI (WKRC) – Taco Bell has unveiled a limited-time hot sauce inspired by a family recipe from Grammy-nominated musician Omar Apollo.
The new Disha Hot sauce is based on a recipe created by Apollo’s mother, described by Taco Bell as “a rich, smoky balance of heat and flavor.” The sauce holds sentimental value, as it was the house sauce at El Super Taco, a small Mexican restaurant opened by Omar’s parents after they emigrated from Guadalajara to the U.S. Unfortunately, the restaurant closed shortly after Omar was born.
Starting September 24 for Taco Bell Rewards members and September 26 for the general public, the Disha Hot sauce will be available “while supplies last.”
Taco Bell’s Chief Marketing Officer, Taylor Montgomery, emphasized the significance of this collaboration, stating, “Our sauce packets are more than just condiments; they’re a beloved part of the Taco Bell experience.” He added that the partnership with Omar Apollo reflects a meaningful connection to fans through personal stories and flavors.
In addition to the hot sauce, Taco Bell will offer a Disha Hot Discovery Box featuring three hot sauce packets along with popular menu items like a Cheesy Gordita Crunch and Doritos Locos Taco for $8.99. This box aims to elevate the dining experience, similar to celebrity-curated meals offered by competitors.
To further engage fans, Taco Bell will release a limited-edition vinyl of Apollo’s latest album, “God Said No,” infused with vibrant orange liquid inspired by the hot sauce branding. This special vinyl will be available to 500 rewards members starting September 24 at 2 p.m. PST.
The collaboration highlights Taco Bell’s ongoing efforts to connect with pop culture and younger consumers. The chain recently reported a 5% increase in same-store sales, attributed in part to its focus on value offerings.
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