According to a press statement, Yum Brands restaurant Taco Bell will launch a new sauce packet called Disha Hot sauce, which is based on a family recipe owned by musician Omar Apollo.

Taco Bell Rewards Members may have the sauce on September 24 and the general public can get it on September 26.

With Apollo, an up-and-coming pop singer-songwriter who was nominated for Best New Artist at the 2018 Grammy Awards and has supported SZA and Billie Eilish on tour, Taco Bell's most recent project ventures into the pop music scene.

The foundation of the collaboration is Disha Hot sauce, which is made using a recipe that Apollo's mother created. Following their immigration from Guadalajara, Mexico to the United States, Apollo's parents built a restaurant where the house sauce was Disha Hot sauce. Apollo's birth caused the business to close, and the artist stated that she wanted to share the sauce with more people after taking part in Taco Bell's Feed the Beat initiative.

According to a press statement from CMO Taylor Montgomery, they realized this would be a deeply important collaboration with their followers when Omar told them about his family's Disha Hot sauce and its distinctive, particular flavors.

Put another way, the Disha Hot Discovery Box is a more refined version of the celebrity-curated orders that Taco Bell competitors, such as McDonald's and Chipotle, have made a staple of their marketing campaigns. The $8.99 package comes with three Disha Hot Hot Sauce packets, a Cheesy Gordita Crunch, a Doritos Locos Taco, a Crunchy Taco, nacho cheese sauce-covered chips, and a medium fountain drink, all in line with industry-wide value plays.

Taco Bell will issue a limited-edition vinyl of Apollo's most recent album, which is infused with bright orange liquid derived from the Disha Hot Sauce Packets branding, in an effort to increase buzz about the partnership. The record will be accessible as part of a package that will be dropped on Tuesday, September 24, at 2 p.m. PST, for 500 rewards members. Vinyl variations have grown in importance in the music industry as collectors seek out colored records.

Apollo's involvement in Feed the Beat illustrates how Taco Bell's wider marketing initiatives have been facilitated by the program, which helps emerging musicians. The chain's worldwide expansion goals include the recent expansion of the program to the United Kingdom.