Industry News | January 30, 2006

Taco Bell's Crunchwrap Supreme Back by Popular Demand

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Taco Bell® announced today its most portable and popular menu item, the Crunchwrap Supreme(TM), will be a permanent menu addition at participating Taco Bell locations starting today.

Previously introduced as a limited-time offering in summer 2005, the Crunchwrap Supreme was a runaway success, quickly becoming Taco Bell's most successful product introduction ever. Hailed as "Taco Bell classic taste made modern" the Crunchwrap Supreme takes popular Taco Bell flavors and makes them portable by wrapping it with a tortilla, creating a unique hexagon shape, sealed on all sides to avoid spills. This latest food innovation proved irresistible among crunchy, cheesy, melty-lovers eating on-the-go.

"We have always been innovators in taste here at Taco Bell while also creating breakthroughs in presentation and portability," said Bill Pearce, Chief Marketing Officer of Taco Bell Corp. "Crunchwrap Supreme is the latest incarnation of our popular grilled products, such as our Grilled Stuft Burritos and Quesadillas, designed to be 'good to go.' Crunchwrap's combination of taste and convenience connected so strongly with our consumers, that there was an outpouring of support for us to bring it back."

The Crunchwrap Supreme offers consumers the classic tastes of Taco Bell, with a crunchy tostada shell, seasoned beef, warm nacho cheese sauce, lettuce, juicy tomatoes and cool sour cream. The product is wrapped in a flour tortilla and grilled to seal in all the flavors for maximum portability. The Crunchwrap Supreme is available for $1.89 at participating restaurants (price may vary by location).

Its permanent menu introduction is supported by 30 and 15-second TV spots and radio ads produced by Foote, Cone & Belding (FCB). The ad describes the Crunchwrap Supreme as "good to go" and has a creative take with a classic car made modern.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.