Peso Pluma has teamed up with Taco Bell and Tajín for a limited-time menu collaboration that puts the Mexican seasoning brand’s signature chile, lime and sea salt combination across tacos, a Cheesy Gordita Crunch and a frozen drink. The partnership marks Tajín’s most extensive national quick-service restaurant menu collaboration to date and brings together two major food brands with one of Mexican music’s biggest global stars.
The three-item lineup is built around the Tajín Taco, Tajín Cheesy Gordita Crunch and Tajín Pineapple Strawberry Freeze. The Tajín Taco starts with a crunchy shell seasoned with Tajín, then adds seasoned beef, Spicy Ranch sauce, lettuce, shredded cheese and mango salsa. It is priced at $2.99 and comes with an additional packet of Tajín Clásico Seasoning.
The Tajín Cheesy Gordita Crunch takes the collaboration even further, wrapping a Tajín-seasoned crunchy taco shell inside a warm flatbread layered with mozzarella, pepperjack and cheddar cheeses. Seasoned beef, Spicy Ranch, lettuce, shredded cheddar and mango salsa fill out the $5.99 item, which also comes with a Tajín seasoning packet. The $3.99 16-ounce Tajín Pineapple Strawberry Freeze combines pineapple flavour, strawberry-flavoured syrup and Tajín, with a 20-ounce version priced at $4.19.
Peso Pluma’s role in the campaign connects two things he was already a fan of. The Grammy-winning musician previously appeared within Taco Bell’s fan community at Live Más LIVE and also has a longtime connection to Tajín. He visited Taco Bell’s Test Kitchen to sample the collaboration before the national rollout, giving the new items his approval and becoming the celebrity face connecting the two brands.
Taco Bell and Tajín had actually been working toward the national menu long before Peso Pluma became part of the campaign. Fans first saw the collaboration at Live Más LIVE in 2024, and subsequent testing helped convince the companies to take the products nationwide. Each of the three items approaches Tajín differently, using the seasoning on a crunchy taco shell, inside one of Taco Bell’s best-known menu formats and as part of a sweet frozen drink.
“Tajín is more than a seasoning – it’s a cultural phenomenon that has inspired millions of people to explore flavor in new ways,” said Haydeé Fernández, director of alliances at Tajín International. She described the collaboration as a way to bring Tajín’s familiar flavour together with some of Taco Bell’s most recognizable menu items.
Peso Pluma brings another cultural connection to the campaign. His album ‘GÉNESIS’ earned the Grammy for Best Música Mexicana Album, while his career has included major international chart success and collaborations with Karol G, Cardi B, Ye, Yeat, Junior H, Quavo, Becky G, Eladio Carrión and Arcángel. His collaborative album ‘Dinastía’ with cousin Tito Double P also spent 19 consecutive weeks on the top global albums chart cited by the campaign.
The collaboration extends beyond food with a limited-edition collectible built around all three participants. Taco Bell created 400 bag charm sets featuring a miniature Tajín bottle in a hand-beaded holder, a tiny Taco Bell bag designed to carry Hot Sauce and Tajín packets, and a heart charm bearing Peso Pluma’s logo. The sets were offered through Taco Bell’s Tuesday Drops promotion.
The result is an unusually natural celebrity food partnership. Peso Pluma’s existing enthusiasm for both brands gives the campaign a connection beyond simply putting a famous face beside a menu item, while Tajín gets its biggest national quick-service restaurant showcase yet. For Taco Bell, it is another example of turning familiar menu formats into something new through a collaboration that crosses food, music and Mexican culture.
Dining and Cooking