IRVINE, Calif. -- When Taco Bell launched Doritos Locos Tacos in 2012, it quickly became the company's most successful product launch ever, selling more than 350 million in less than a year. Fans enjoyed the Doritos Nacho Cheese taco shell combined with the company's classic crunchy taco ingredients, and they turned to social media and asked "when is Doritos Cool Ranch coming?"
The answer: March 7, 2013.
Taco Bell made the announcement directly to its fans across social and digital media channels, and via a six-second Vine video announcement, the first-ever product announcement made by Taco Bell using the Vine platform.
"There has been enormous interest in the new Cool Ranch flavor of Doritos Locos Tacos and people are wondering why it took so long," said Greg Creed, CEO of Taco Bell Corp. "Originally we had planned to launch the Cool Ranch flavor in the same year as the introduction of Doritos Locos Tacos; however, the demand for Nacho Cheese Doritos Locos Tacos was so strong that we worked closely with our partner Frito-Lay to increase our capacity and meet the needs of both Doritos Cool Ranch and Nacho Cheese fans."
Taco Bell plans to support the Cool Ranch Doritos Locos Tacos launch with its largest marketing campaign in history, topping the launch of the original Nacho Cheese Doritos Locos Tacos. Specific details of the marketing campaign will be released in the coming weeks. To gain consumer feedback and ensure the taco shell delivered on the same Cool Ranch taste and crunch consumers expect from Doritos, Cool Ranch Doritos Locos Tacos were tested in select restaurants in Toledo, Ohio, for more than six months.
To join in the conversation and keep in-the-know about Cool Ranch Doritos Locos Tacos, fans can tweet @TacoBell using #CoolRanchDLT and by going to www.youtube.com/tacobell.
Cool Ranch Doritos Locos Tacos features a shell made out of Doritos Cool Ranch chips on the outside, filled with the classic tastes of the Taco Bell crunchy taco on the inside: 100% premium seasoned beef, crisp shredded lettuce and real cheddar cheese. Available exclusively at participating Taco Bell restaurants nationwide beginning March 7, 2013, the suggested retail price for the Cool Ranch Doritos Locos Tacos is $1.39 (160 calories; 10g total fat) and $1.69 for a Cool Ranch Doritos Locos Tacos Supreme (200 calories; 12g total fat) with reduced-fat sour cream and diced tomatoes.
A Cool Ranch Doritos Locos Tacos $5 Buck Box will include a Doritos Locos Taco Supreme, Burrito Supreme, Crunchy Taco and a medium fountain drink. For people looking for lower-calorie, lower-fat options, Cool Ranch Doritos Locos Tacos will be available Fresco Style with 140 calories and 7g total fat.
Taco Bell Corp., a subsidiary of Louisville, Ky.-based Yum! Brands Inc., is the nation's leading Mexican-inspired quick service restaurant. Taco Bell serves made to order and customizable tacos, burritos, and specialties such as the exclusive Doritos Locos Tacos, gourmet inspired Cantina Bell Menu and lower calorie Fresco Menu. Taco Bell and its more than 350 franchise organizations have nearly 6,000 restaurants across the United States.