Soda for breakfast: Taco Bell puts Mtn Dew A.M. on morning menu

Taco Bell doesn’t serve wake-up calls quite like anyone else – the fast food chain has added a soda and orange juice mix to its breakfast menu called Mtn Dew A.M.

The Mountain Dew and Tropicana concoction – think a non-alcoholic mimosa – joins the Mexican-style chain’s new A.M. Crunchwrap. The offering contains scrambled eggs, cheese, a hash brown and sausage or bacon rolled up in a tortilla.

Breakfast, which Taco Bell calls “FirstMeal,” is a growing segment of the fast-food cycle. McDonald’s and Wendy’s have ramped up their breakfast menus. Even IHOP is refocusing on the a.m. time period. At quick-service eateries, morning menus account for 92% of overall traffic growth in the last five years, according to research group Technomic.

But throwing soda into the mix is a bold move. The sugary drinks have run into heated controversies this year, including New York Mayor Michael Bloomberg’s proposed ban, calls for the surgeon general to issue a report on health consequences of drinking the beverages and reduced access to the product in schools.  

Taco Bell said in a statement that Mtn Dew A.M., which will exclusively be served at the chain, will be mixed in stores and sold for between $1.69 and $1.99.

The FirstMeal menu, which Taco Bell launched in January, is available at more than 815 restaurants in the West, including in California.


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