Baking & Snack - June 2018 - 154
NEW PRODUCT SPOTLIGHT
Taco Bell's line of seasoned tortilla chips embraces the chain's signature sauces.
Taco Bell Tortilla
Chips are available
in Mild, Fire and
In recent years, Taco Bell has been celebrated for its
cheeky takes on Tex-Mex fare. From fried chicken taco
shells to Nacho Fries, the brand consistently churns out
eccentric creations that set it apart from other fast-food
restaurants and keep loyal consumers coming back to
the drive-through for more. Hoping to leverage this success in other sales channels, the chain, owned by Yum
Brands!, Louisville, KY, is entering the chip category
with the release of Taco Bell Tortilla Chips at convenience and grocery stores.
"Through our retail tortilla chips, we are making it
even easier for fans to get their hands on the Taco Bell
flavors they crave, whether they're snacking at home or
on-the-go or upping their chip and dip game for their
next party," said Taylor Montgomery, director, brand
marketing, Taco Bell.
The chips are available in three flavors: Fire, Mild
and Classic. The Fire Tortilla Chips deliver the spicy
notes of of jalapeño, chili peppers and paprika, while
the Mild variety is seasoned with tangy chili pepper
and cumin flavors. The Classic Tortilla Chips are lightly
salted, allowing consumers to pair them with their favorite salsas and dips.
154 Baking & Snack June 2018 / www.bakingandsnack.com
"Our first line of sauce-packet-inspired chips gives
our fans a new way to access a taste of Taco Bell," said
Marisa Thalberg, chief brand officer, Taco Bell. "Our
sauce packets are one of the brand's most unique aspects
and were the natural choice for both the flavors and
packaging of our tortilla chips."
The chain incorporated the branding on its sauce
packets into the chips' packaging design to help differentiate it from other products on the shelf. The packets'
vivid yellow and red colors will be seen in the respective
Mild and Fire flavors, and all varieties will be adorned
with the packets' signature quips, such as "It was Fire's
idea" and "I knew I was your favorite." The chips will be
sold in four different bag sizes ranging from 1 to 30 oz
with additional sizes rolling out over time.
Hoping to capture the attention of younger consumers, the brand is using influencer marketing, social media and public relations campaigns to promote the line's
release. It also worked with retail partners to create
unique in-store displays that let shoppers know they can
skip the drive-through and go straight to the chip aisle
to get their Taco Bell fix.
- Anna Wiber