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IRVINE, Calif. -- Taco Bell customers are crazy for Doritos Locos Tacos, which debuted in 2012 and are now set for an expansion.
The tacos, made with a Doritos Nacho Cheese taco shell and the company's classic crunchy taco ingredients, became the company's most successful product launch ever, selling more than 350 million in less than a year. Now the company plans to deliver on its fans' request for a Cool Ranch flavor shell that will debut on March 7.
"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."
Cool Ranch Doritos Locos Tacos were tested in select restaurants in Toledo, Ohio, for more than six months to gain consumer feedback and to ensure the taco shell delivered on the same Cool Ranch taste customers expect, according to the company.
Taco Bell's announcement yesterday was made 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.
In addition Taco Bell plans to support the Cool Ranch Doritos Locos Tacos launch with its largest marketing campaign in its history. Specific details of the campaign will be released in the coming weeks.
Cool Ranch Doritos Locos Tacos have a suggested retail price of $1.39 and $1.69 for the supreme version 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 customers looking for lower-calorie, lower-fat options, Cool Ranch Doritos Locos Tacos will be available Fresco Style with 140 calories and 7 grams total fat, according to the company.
Taco Bell invites fans to join in the conversation by tweeting @TacoBell using #CoolRanchDLT and by staying tuned to youtube.com/tacobell.
Taco Bell Corp. is a subsidiary of Yum! Brands Inc., serving more than 36 million consumers each week in nearly 6,000 restaurants in the United States.