The idea of Refrescas, a new line of refreshing beverages infused with sweet and tangy fruit flavors and pieces with a green tea base*, was born out of tests that the marketing team conducted while exploring authentic ways that Taco Bell could tap into the beverage category. While the list included shakes, coffees, refreshers and more, the tests proved that Refrescas was where consumer love was!
Senior Associate Manager, Marketing, Brent A., said, “Looking back, we really wanted to get behind beverages and deliver this destinational drink experience, exploring everything from shakes to energy drinks. Through concepting and market testing, we were able to land on what resonated with consumers the most. Initially, we all loved the refresher style drinks, but we wanted to push the boundaries on how we could make it an even bigger idea that still stayed true to the refreshing concept. That’s how we ended up creating Refrescas as an entire platform that includes freeze, refresher, and energy style drinks. We found that this would have the greatest consumer reach and deliver variety to meet multiple beverage occasions.”
After settling on the concept, then came working with the Food Innovation Team to physically bring the lineup to life. On the food side, a big challenge was syncing up several different ingredients to work harmoniously to deliver a great tasting, well balanced beverage. On the product marketing side, it was working with the operations team to see how the new lineup could be integrated into the restaurant. This meant keeping both the Taco Bell Team Member and customer in mind.
Associate Manager, R&D, Kristine P. said, “Inspired by the refreshing and fruity world of Aguas Frescas, we set out to create drinks that deliver bold flavor, pair perfectly with our food and stand out with vibrant, eye-catching colors. We went through several iterations to ultimately land on a green tea base to deliver a light kick of energy. Then, when narrowing down our flavors, we found it important to strike a balance between the familiar and the unexpected—blending recognizable flavors with more adventurous ones to create our three Refrescas- Dragonfruit Berry, Strawberry Passionfruit and Mango Peach. To bring it all together we topped each one with real freeze-dried fruit pieces for a fun burst of flavor.”
Brand Manager, Beverages, Aline N. mentioned that these Refrescas take inspiration from Agua Frescas, a popular beverage that’s available in different vibrant colors and flavors in Mexico and Latin America. Well, one of Taco Bell’s Brand Principles is Fueling Fusion, which means that traditions grow stronger with every remix... so it’s no doubt that the Refrescas, a spin on the traditional Mexican/Latin American drink, is a great example of that.
"The Refrescas are definitely a fusion of bringing two worlds together. That being refresher-style drinks and what’s trendy, to taking inspiration from Agua Frescas, which connects to the brand's Mexican-inspired heritage. So, taking a bit of both and bringing it together for a modern Taco Bell twist is what makes this beverage special,” said Brent.
Refrescas launched nationwide on June 17, so head to your local Taco Bell to get a sip of the action!
At participating locations for a limited time only, while supplies last. Contact the restaurant for prices, hours and participation, which vary. Taxes extra. Prices higher with delivery. Rockstar Energy®Refrescas contain caffeine - 200 mg per 20 oz drink. For adult use only. Not recommended for children, pregnant or nursing women or persons sensitive to caffeine. Do not consume in combination with caffeine or stimulants from other sources. Agua Refrescas contains artificial colors and natural flavors. Contains less than 1% juice. Mixed with real freeze-dried fruit pieces. All trademarks are the property of their respective owners. Terms and conditions apply.