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Taco Bell Launching Another Flavor of Doritos Tacos

Feb. 13, 2013 11:38am Jonathon M. Seidl

This photo provided by Taco Bell shows a new advertisement for Doritos Locos Tacos shells. The Mexican-style chain rolls out the Doritos Locos Tacos shells at midnight on Wednesday, March 7, 2012 at its nearly 5,600 restaurants nationwide. The fast-food chain, a unit of Yum Brands Inc., calls it the biggest product launch in its 50-year history. Credit: AP

NEW YORK (AP) — Taco Bell fans can finally mark their calendars: Doritos Locos Tacos in Cool Ranch flavor will be launched March 7.

The chain is rolling out the new variety a year after the Doritos Locos Tacos were launched in a Nacho Cheese flavor. Taco Bell says it already sold more than 350 million of finger-staining tacos, making them the biggest ever product launch.

CEO Greg Creed has told the Associated Press that Doritos Locos Tacos now account for about a quarter of all taco sales. Creed says he plans to keep introducing new Doritos flavors as well. Next up is a “Flamas” flavor, a Doritos variety sold in select regions of the country with higher Hispanic populations.

The tacos have helped Taco Bell stage a comeback after a lawsuit in 2011 alleging its beef shouldn’t be labeled as such because of its other ingredients. The suit was later dropped.

Taco Bell had originally planned to release the Cool Ranch variety last year. But the chain says it postponed the launch after the Nacho Cheese flavor got such a strong response. Speculation had been building online over when the Cool Ranch variety would come out. Taco Bell made the announcement Wednesday on social media sites Twitter, Facebook and YouTube.

The chain says it will support the launch of Cool Ranch tacos with its biggest ever marketing campaign.

Creed said Nacho Cheese was chosen as the first variety last year because it’s the most popular Doritos flavor, while Cool Ranch is second-most popular.

Creed said Frito-Lay, which is owned by PepsiCo Inc., had to build special equipment to make the taco shells, which use a special formula to make them crunchier and are dusted with Doritos flavoring. He noted that the advantage of Doritos Locos Tacos is also that it’s a proprietary brand; competitors can’t respond because there are no other corn chips that are so widely known.

Taco Bell is owned by Yum Brands Inc., which also owns KFC and Pizza Hut.

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Comments (16)

cemerius
Posted on February 13, 2013 at 11:11pm
Further PROOF that the CEO and his minions are sitting up in HQ smoking from the bong!! Who else would think this up? Don’t forget the Fritos in the burritos…… I am NOT hating just scratching my head with the Taco Bells R&D department……although the Nacho Cheese is actually pretty good ;)

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noslave
Posted on February 13, 2013 at 12:49pm
maybe they’ll make a POOF NIFFQUE FLAVOR??

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hi
Posted on February 13, 2013 at 12:23pm
I love Taco Bell. It’s my favorite. It’s even what I craved when I was pregnant for 10 years. MMM delicious! And, no I am not fat.

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- Just_Us2
  Posted on February 13, 2013 at 1:12pm
  My wife loves taco bell dorito tacos…she calls them crack tacos because of her cravings. She is thin as a rail and of course very beautiful. She goes at least once a week and remarkably has no ill side effects. Seems like many commentators suffer from IBS.
  
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- walnutportconservative
  Posted on February 13, 2013 at 3:47pm
  John Spartan didn’t think taco bell was all that.
  be well
  
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- Desertcatn
  Posted on February 14, 2013 at 12:48am
  I like Taco Bell, but they never put enough meat in the food, it’s a carb fest.
  
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AmericanStrega
Posted on February 13, 2013 at 11:56am
Next on the Taco Bell list will be “Yes, we really do put EX-LAX in our taco meat.” No matter how they try to dress up their food, it will still give the consumer of their product the same result.

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theninthplanet
Posted on February 13, 2013 at 11:56am
Last June, I had a brilliant idea. Taco bell tacos will a taco flavored Doritos shell. This could solve world hunger, keep lasting peace etc.

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jas0707
Posted on February 13, 2013 at 11:54am
Actually, they are good. Upgrade to Supreme and add a packet of Hot Sauce.

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- whatthecrazy
  Posted on February 13, 2013 at 1:52pm
  Yes and while you are at it slather some pepto on it as well you will need it.:)
  
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whatthecrazy
Posted on February 13, 2013 at 11:47am
What they need to do is launch some actual real hamberger meat into those shells.Tacobell is nasty food these days.The food is tastless and they put a total of 8 to 10 slivers of cheese on any thing they serve.Nasty food and greedy with the cheese.

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Darmok and Jalad at Tanagra
Posted on February 13, 2013 at 11:40am
Another one, and I haven’t tried the first one. Dang.

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- RJJinGadsden
  Posted on February 13, 2013 at 11:45am
  DARMOK, Don’t bother. My wife brought me a couple one night. The dog still no longer gets near me when I do have a taco.
  
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- naughtycal
  Posted on February 13, 2013 at 11:48am
  After I saw the Taco Bell commerical in spanish on regular t/v I decided to never eat at taco bell or the other resturant associated with them again so bu bye taco,kfc,and pizza hut you’ll never see another dime from me.
  
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- whatthecrazy
  Posted on February 13, 2013 at 11:48am
  Trust me, you have missed nothing.:)
  
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- RJJinGadsden
  Posted on February 13, 2013 at 11:52am
  NAUGHTYCAL, We call them Kentucky Fried Taco. Haven’t seen the commercial in Spanish yet, but I do recall some done in Spanish some forty years ago for a couple of different Mexican food chains. Never gave it a thought then.
  
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