Taco Bell has teamed up with Mexican-American musician Omar Apollo to launch a new line of limited edition hot sauce packets called Disha Hot. The sauce is inspired by Omar’s family’s homemade recipe that was once served at his parents’ restaurant, El Super Taco, after they emigrated from Guadalajara, Mexico to the United States.
To promote the new sauce, Omar and his mother Enriqueta visited the Taco Bell Test Kitchen to make a batch of the sauce, which is now featured in a video on Taco Bell’s website. The Disha Hot sauce packets will be available starting September 26th, but Taco Bell Rewards Members can get early access beginning September 24th.
Consumers can order the Disha Hot Hot Sauce Packets individually or as part of a limited-edition Disha Hot Discovery Box, which includes Taco Bell menu favorites and three sauce packets. Taco Bell is also giving away a limited edition Taco Bell X Disha Hot variant of Omar Apollo’s new album “God Said No” on vinyl through the Taco Bell app.
“Everyone’s family has that one recipe they believe is worth sharing with the rest of the world, for me it’s Disha Hot Hot Sauce. It’s not just about the flavors that take me back to my childhood, but about honoring my heritage and the countless sacrifices my parents made for me to pursue my passions,” said Apollo. “Bringing Disha Hot Hot Sauce to the world has always been my dream and I’m grateful to partner with Taco Bell to celebrate the flavors that make us who we are and create new memories with the people we love.”
The Disha Hot sauce is a specialty blend of roasted tomatillos, white vinegar, peppers, onions, tomatoes, lime juice, and a family-secret spice blend. The sauce packets even come with their own “wisdoms” created by Omar Apollo himself.
Celebrity partnerships like this help brands like Taco Bell reach new target audiences, in this case Omar Apollo’s Gen Z fans.
The limited-time offering is also expected to drive in-store traffic, with the added incentive of early access for Taco Bell Rewards Members potentially boosting loyalty program sign-ups.
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