Buffalo Wild Wings Making Mountain Dew Sauce For Millennials

September 4, 2015 12:33 PM EDT

Buffalo Wild Wings is focusing on its sauces to attract Millennials.

The fast food chain has a Mountain Dew sauce in development in order to reach younger consumers, according to Bloomberg. It’ll reportedly be released later this year.

The reasoning behind making sauces a go-to addition to fast food chain menus is this: Younger customers have “bolder tastes,” according to the publication. By adding additional types of condiments, chances are a Millennial diner will find a flavor he or she wants, which means return sales.

Buffalo Wild Wings’ Mountain Dew sauce isn’t the only new flavor out there. Bloomberg reported that Popeyes Louisiana Kitchen has a red hot honey sauce coming out later this year, while Chick-Fil-A is also experimenting with its offerings.

As the article notes:

Fast-food chains are desperate to keep American consumers from defecting to fast-casual rivals, which typically allow diners to customize their meals. So far, the upstarts are winning. Sales at fast-casual chains such as Chipotle Mexican Grill Inc. jumped 13 percent last year, while those at fast-food and casual-dining restaurants rose just 2.6 percent and 3.6 percent, respectively, according to research firm Technomic.

In other food news, Kraft Heinz has expanded its Kraft Singles cheese slice recall from around 30,000 to over 300,000.

Buffalo Wild Wings Is Making a Mountain Dew Wing Sauce for Millennials

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