The chain first worked with the Mexican American musician as a “Feed the Beat” artist
Taco Bell is partnering with Mexican American musician Omar Apollo to bring his family’s Disha Hot Sauce to the menu nationwide starting Sept. 26, while supplies last. The collaboration includes the smoky sauce that can be purchased for 20 cents a la carte, as well as a limited-edition Disha Hot Discovery Box featuring 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 for $8.99.
Taco Bell Rewards members can get early access to the sauce and box starting Sept. 24. Select members can grab a special Taco Bell x Disha Hot liquid-infused vinyl variant of Apollo’s new album, “God Said No,” available through the Taco Bell app’s Tuesday Drop on Sept. 24 at 2 p.m. PST.
“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,” chief marketing officer Taylor Montgomery said in a statement.
While working with Apollo as a Taco Bell “Feed the Beat” artist, Taco Bell learned more about the artist’s personal goal to bring his mother’s Disha Hot Sauce to a larger audience, sparking conversations in early 2023, according to the company. After his parents emigrated from Guadalajara to the United States, they opened a small Mexican restaurant, El Super Taco, where Apollo’s mother made the Disha Hot Sauce recipe their house 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,” Montgomery said. The Disha Hot Sauce packets feature messages created by Apollo, including “Hotter in person,” “My mom made this – Omar,” and “Who’s Omar Apollo?,”
“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,” Apollo said in a statement. “Bringing Disha 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.”
Disha Hot Sauce ingredients include roasted tomatillos, white vinegar, peppers, onions, tomatoes, lime juice, and a family-secret spice blend.
“We are leaning more into spicy and this sauce is more spicy than what we normally do, but it's got so much great flavor that it's just a cool balance,” vice president of product innovation Luis Restrepo said during a recent interview at the chain’s test kitchen. “But for us, it’s more about the story of Omar’s family. It’s so powerful that we’re helping to be a part of this dream that he had for his mom.”
The Disha Hot Sauce partnership marks the latest collaboration for Taco Bell. Other recent tie-ups include Yellowbird, Truff’s, Salt & Straw, and more.
Contact Alicia Kelso at [email protected]
