Taco Bell is teaming up with Omar Apollo, a Grammy-nominated singer-songwriter, to introduce a new hot sauce inspired by his family’s secret recipe. The collaboration marks a unique partnership between the fast-food chain and the rising music star, combining the flavors of Apollo’s heritage with Taco Bell’s iconic menu.
“At Taco Bell, we consistently look to push the boundaries of menu innovation”
Disha Hot Hot Sauce
“Our sauce packets are more than just condiments; they’re a beloved part of the Taco Bell experience. 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 Taylor Montgomery, Taco Bell’s Chief Marketing Officer. “At Taco Bell, we consistently look to push the boundaries of menu innovation, and this partnership is an epic first, breaking the mold on traditional celebrity meals. Introducing Disha Hot Hot Sauce to our hot sauce lineup not only offers a new, tradition-rich flavor, but it also honors the entrepreneurial spirit that drives Taco Bell forward.”
Disha Hot Discovery Box
Disha Hot is a specialty blend of roasted tomatillos, white vinegar, peppers, onions, tomatoes, lime juice, and a family-secret spice blend. The sauce was originally created by Apollo’s mother for their family restaurant and has been a cherished family tradition, the company said in a press release.
To celebrate the launch of Disha Hot, Taco Bell is offering a limited-edition Disha Hot Discovery Box, which includes three Disha Hot sauce packets, a Cheesy Gordita Crunch, a Doritos Locos Taco, a Crunchy Taco, chips and nacho cheese sauce, and a medium fountain drink.
In addition to the new sauce and discovery box, Taco Bell is also releasing a special-edition vinyl of Apollo’s latest album, God Said No. The vinyl is infused with radiant orange liquid inspired by the Disha Hot sauce packets and will be available to Taco Bell Rewards members in limited quantities.
Connect with younger audiences through pop culture
This collaboration is part of Taco Bell’s ongoing efforts to partner with emerging artists through its Feed the Beat program. The program provides support to up-and-coming musicians and has become a gateway for Taco Bell’s larger marketing initiatives, hoping to connect with younger audiences through pop culture, especially music.
The introduction of Disha Hot also comes at a time when spicy offerings are gaining popularity in the restaurant industry. Taco Bell’s partnership with Apollo is a creative and flavorful way to tap into this trend.
The sauce is now available for Taco Bell Rewards Members today and more widely on the October 26th.
