News Column

'Fake' Doritos Chip for New Taco Bell Taco

Aug. 18, 2013
'Fake' Doritos, Taco Bell

The next Doritos Locos Taco flavor, the popular menu line by Irvine-based Taco Bell, will not be based a real Doritos-branded tortilla chip.

For weeks, Taco Bell has hinted that its next Doritos Locos Tacos flavor will be Flamas -- a chili lime flavored chip by Frito-Lay. But on Tuesday, the fast-food chain revealed that the new flavor will be called "Fiery," instead of Flamas. Though the Fiery chip doesn't exist as a "Doritos" chip, Taco Bell released marketing photos Tuesday that show the new taco shell stuffed in a "Fiery" Doritos bag.

When asked about the Fiery chip bag, Taco Bell told the Register that "Fiery DLT" is inspired by the flavors of Flamas but is "not a name of a Doritos/Frito Lay chip."

"During testing we listened to customer feedback, and made a few changes to create Fiery Doritos Locos Tacos including adjusting the [Flamas] seasoning recipe to compliment our food. Consumers loved the idea of a red shell, and wanted the name to be more descriptive," Taco Bell said.

The Doritos-flavored tacos are the most successful new products to debut in the chain's history. Their popularity has been driven by consumers who love the idea of turning their favorite Doritos chip into a taco shell. The company has sold 600 million tacos since the first nacho cheese flavored taco debuted in March 2012.

Fiery is the third offering, which follows the debut of Cool Ranch in March.

"Only Taco Bell and Frito-Lay could partner together to create the hugely successful Doritos Locos Tacos platform," said Taco Bell's chief marketing officer Chris Brandt. "The partnership continues to prove the power of two mega brands working together to create firsts in restaurants and on the grocery aisle."

Fiery tacos debut Aug. 22 at Taco Bell restaurants. More Doritos flavored taco shells are expected in coming months.

Contact the writer: nluna@ocregister.com

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(c)2013 The Orange County Register (Santa Ana, Calif.)

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Source: Copyright Orange County Register (CA) 2013


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