Taco Bell Expands FirstMeal With A.M. Crunchwrap, Mtn Dew A.M.

Published in CSP Daily News

Also sells more than 200 million Doritos Locos Tacos, planning next flavor

IRVINE, Calif. -- Taco Bell has introduced the cornerstone of FirstMeal--the new A.M. Crunchwrap--and Mtn Dew A.M., a combination of Mountain Dew and Tropicana Orange Juice mixed in-store, joining its Cinnabon Delights as three destination items exclusively available at Taco Bell.

FirstMeal, Taco Bell's breakfast menu, is available at more than 815 participating restaurants in 10 Western states, including California, Arizona and Colorado.

The A.M. Crunchwrap, inspired by Taco Bell's signature Crunchwrap Supreme, offers maximum portability and a complete breakfast solution. It includes scrambled eggs, bacon or sausage, cheese and a hash brown all wrapped up and grilled in a warm, soft, flour tortilla, and available for $2.49.

Mtn Dew A.M. is available exclusively at Taco Bell for $1.69 for regular and $1.99 for large.

Participating Taco Bell restaurants open their doors and drive-thrus one hour earlier for FirstMeal. For most locations, that means 8:00 or 9:00 a.m., with breakfast ending at 11:00 a.m. local time.

"Over the past four decades, Americans have lulled themselves into a breakfast routine. In the spirit of our tagline, Live Mas, we want to offer consumers a chance to change up that routine with the reinvention of traditional breakfast--the A.M. Crunchwrap," said Brian Niccol, chief marketing and innovation officer for Taco Bell Corp. "With the A.M. Crunchwrap, we've taken the breakfast ingredients Americans love like eggs, bacon or sausage, melted cheese and even added a crispy hash brown and wrapped it all up in our very own famous Crunchwrap. For those who have been stuck with boring breakfast sandwich options, Taco Bell now gives them a compelling reason to break their breakfast routine."

The A.M. Crunchwrap and Mtn Dew A.M. join the full FirstMeal menu, which was introduced January 2012 in Western states and continues to roll out to new Taco Bell restaurants.

In other Taco Bell news, the chain said it has sold more than 200 million Doritos Locos Tacos-- crunchy tacos served with a Doritos nacho cheese shell--according to a report by The Orange County Register. The taco is the most successful product launch in Taco Bell's 50-year history, the company said, and it is responsible for a long overdue boost in revenue. The re-invented taco is made with a nacho cheese-flavored Doritos shell. The $1.29 taco is stuffed with seasoned beef, lettuce and tomatoes and served in a Doritos-branded "taco jacket" or holster.

Wanting to parlay the success of the Doritos taco launch, Taco Bell is considering its next shell flavors--Flamas and Cool Ranch. The company is testing the two flavors in various regions, said the report. There is no guarantee the flavors will roll out, Taco Bell told the newspaper; however, it has been widely speculated that Cool Ranch will be the next flavor.

Irvine, Calif.-based Taco Bell, a subsidiary of Yum! Brands Inc., is a leading Mexican-style quick-service restaurant. It serves more than 36.8 million consumers each week in nearly 5,600 U.S. restaurants.