Taco Bell is turning up the heat with its latest collaboration, teaming up with Grammy-nominated musician Omar Apollo to release a new sauce inspired by his family’s recipe. Dubbed Disha Hot Sauce, this unique offering blends music and flavor in a way the fast-food chain has never done before, marking a first-of-its-kind partnership. The sauce will be available to Taco Bell Rewards Members on September 24, and to the general public starting September 26.
A Family Tradition with a Modern Twist
The story behind Disha Hot Sauce is as personal as it gets. Apollo’s parents, after emigrating from Guadalajara, Mexico, opened a restaurant in the U.S., where the sauce became a staple. Although the restaurant closed after Apollo was born, the singer has long dreamed of sharing his family’s signature sauce with a larger audience. Now, through his partnership with Taco Bell, that dream has become a reality.
“When Omar shared the story of his family’s Disha Hot Sauce and its unique, personal flavors, we knew this was the kind of meaningful partnership our fans would love,” said Taco Bell CMO Taylor Montgomery. “At Taco Bell, we constantly push the boundaries of menu innovation, and this collaboration is an epic first, breaking the mold on traditional celebrity meals.”
A Unique Offer: The Disha Hot Discovery Box
In a nod to other fast-food chains’ celebrity-curated meals, Taco Bell will offer a special Disha Hot Discovery Box, featuring three packets of Disha Hot Sauce, a Cheesy Gordita Crunch, a Doritos Locos Taco, a Crunchy Taco, chips and nacho cheese sauce, and a medium drink, all for $8.99. This limited-edition offering is designed to elevate the typical celebrity meal, while embracing Apollo’s cultural heritage.
The promotion doesn’t stop at food. To celebrate the collaboration, Apollo and Taco Bell are also releasing a limited-edition vinyl of his latest album, “God Said No”. The vinyl will be infused with vibrant orange liquid, inspired by the Disha Hot Sauce branding. A total of 500 Taco Bell Rewards Members will have the chance to claim this special collectible in a Tuesday drop on September 24 at 2 p.m. PST.
Pop Culture Meets Flavor Innovation
Taco Bell’s partnership with Omar Apollo is yet another example of the brand’s efforts to connect with younger audiences by blending music and food. Apollo, who has toured with stars like Billie Eilish and SZA, was also a participant in Taco Bell’s Feed the Beat program, which helps rising artists by providing free meals while on tour. Apollo’s journey from the program to this high-profile collaboration showcases how Taco Bell nurtures talent while embracing cultural trends.
As spicy offerings continue to trend in the fast-food industry, Taco Bell’s new sauce is a timely addition to its popular line of hot sauce packets. The demand for spicier meals is on the rise across the restaurant landscape, and Taco Bell is no stranger to delivering heat.
Taco Bell’s partnership with Omar Apollo arrives at a strong moment for the chain. The company recently reported 5% growth in same-store sales, with value-driven promotions playing a key role in its success. This stands in contrast to other Yum Brands subsidiaries like KFC and Pizza Hut, which saw declines in the same period.
For more on this exciting collaboration, visit Marketing Dive.