Fiery Doritos® Locos Tacos to Heat up Taco Bell® Restaurants August 22
Taco Bell® and Frito-Lay® Continue Successful Cross-Channel Partnership Through Latest Launch
IRVINE, Calif. - August 14, 2013 - (BUSINESS WIRE) - After weeks of fans guessing via social media what the next Doritos® Locos Tacos flavor will be, today Taco Bell® finally announced the much-anticipated menu item’s name: Fiery Doritos Locos Tacos (DLT). The third offering within the brand’s most successful product platform ever – with 600 million sold since March 2012 – hits Taco Bell restaurants nationwide on Aug. 22, combining spicy chili with a hint of lime flavor in a crunchy red shell.
In regard to the bold flavor choice and unique name, President Brian Niccol said: “Launching the first two Doritos Locos Tacos were obvious: Nacho Cheese is the top-selling Doritos flavor and our fans asked us for Cool Ranch. For the third DLT, we heard our customers as they told us they wanted something spicy and with flavor. So, in another Taco Bell first, we partnered with Frito-Lay to create a DLT that delivers heat, but with a twist, and is available exclusively at Taco Bell. Mirroring the flavors of a regional spicy Doritos chip, we made a few changes based on customer feedback – including the use of a red shell and a more descriptive name – to create Fiery DLT.”
Based on social conversation and excitement around the new DLT flavor, and in the spirit of Live Más, Taco Bell is making sure its fans will get the chance to taste it first. To reward them for their passion, Taco Bell is encouraging fans to keep their eyes and ears on the brand’s social media channels now through Aug. 22 for surprise opportunities to try the new taco before its official launch. Starting Aug. 22, the new Fiery DLT will be available nationally – $1.39 regular (170 calories; 10g total fat) and $1.69 for a supreme (200 calories; 12g total fat).
“Only Taco Bell and Frito-Lay could partner together to create the hugely successful Doritos Locos Tacos platform,” said Chris Brandt, chief marketing officer, Taco Bell. “The partnership continues to prove the power of two mega brands working together to create firsts in restaurants and on the grocery aisle.” Brandt followed up on this statement, noting that people who tried this flavor in test markets were so passionate about it that they visited Taco Bell restaurants more often.
In recent weeks, conversation around the new name of Taco Bell’s latest DLT flavor has been a matter of mystery, with guesses being thrown out by food bloggers and fans alike. Two weeks ago, the brand mailed out boxes with a variety of Doritos tortilla chips to media and other influencers marked with the hashtag “#_DLT,” igniting photos and videos of the mailing with excited guesses of what the next DLT might be.
Fiery DLT will be supported by television, in-store POP, and radio advertising led by Deutsch L.A., as well as digital and social media, supported by Digitas. All media is expected to break Aug. 25.
About Taco Bell Corp.
Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant. Taco Bell serves made to order and customizable tacos, burritos, and specialties such as the exclusive Doritos® Locos Tacos, gourmet inspired Cantina Bell® Menu and lower calorie Fresco Menu. The company encourages customers to “Live Más,” both through its food and in ways such as its Feed the Beat® music program and nonprofit organization, the Taco Bell Foundation for Teens™. Taco Bell and its more than 350 franchise organizations have nearly 6,000 restaurants across the United States that proudly serve more than 36 million customers every week.
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Doritos tortilla chips is one of the billion-dollar brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. To learn more about the Doritos brand, visit its website at www.doritos.com or on Twitter at www.twitter.com/Doritos or on Facebook at http://www.facebook.com/DoritosUSA.
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