Taco Bell is testing a proprietary, boldly seasoned plant-based protein. Meet the Cravetarian (sounds like vegetarian) Taco, featuring an all-new plant-based protein made from a pea/chickpea blend. Like the original Crunchy Taco Supreme, this take includes shredded cheddar cheese, crisp lettuce, diced tomatoes, and reduced-fat sour cream, served in a crunchy corn shell—except now fans can experience Taco Bell’s beloved taco in vegetarian form. The Cravetarian Taco is currently testing at only one Taco Bell location (14042 Red Hill Ave., Tustin, California) until April 29 while supplies last.

The term “Cravetarian” is inspired by all of Taco Bell’s craveable options and it emphasizes how no one should have to sacrifice bold flavors for their lifestyle. When the Cravetarian Taco is served as-is, it is American Vegetarian Association (AVA-certified vegetarian) and 180 calories, while a standard Crunchy Taco Supreme is 190 calories.

What’s more, the meat alternative itself is AVA-certified vegan, so fans who are vegan or those who want to try more plant-based foods can customize almost every Taco Bell menu item to be vegan. Guests can also add or swap the plant-based protein in their favorites from chalupas to burritos and everything in between. The taco will be priced at $2.19 and substituting the boldly seasoned plant-based protein will be no extra cost, giving Taco Bell fans more vegetarian options at a great value.

The Cravetarian Taco is just one output of Taco Bell’s innovation team as they have been busy making good on the brand’s continued commitment to provide more vegetarian options in 2021. This year kicked off with fans responding to Taco Bell’s announcement sharing the return of potatoes with tremendous excitement.

Last month, the brand introduced more vegetarian options like the beloved Spicy Potato Soft Taco and the Cheesy Fiesta Potatoes as part of its Build Your Own Cravings Box digital offering. In the next year, the brand is excited to team up with Beyond Meat to create a new innovative plant-based protein to appeal to an even broader audience of consumers. Taco Bell chose to team up with Beyond Meat as a category leader with a proven track record of attracting younger customers with its irresistibly delicious plant-based offerings.

By testing and offering a wide breadth of meatless options, Taco Bell doubles down on its pledge to bring more innovation to the vegetarian space. Fans who are vegetarians, veggie-curious and meat-eaters will be bound to find their next plant-based obsession.

Fast Food, Menu Innovations, News, Taco Bell