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TACO BELL® BRINGS THE HEAT WITH SCORCHING NEW VOLCANO MENU

 

Volcano Taco and Burrito Raise the Temperature for Consumers’ Taste Buds; Add Flavor and Spice to Menu

Irvine, Calif., May 18, 2009 – This summer the sun won’t be the only thing heating up America. Taco Bell® announced today the debut of its new Volcano Menu, designed to make any spicy food lover’s taste buds stand up and pay attention. Last year Taco Bell introduced the Volcano Taco and due to its immense popularity, went quickly to work on menu expansion. This year, the all-new Volcano Menu, armed with a new version of its vaunted Lava Sauce, is coming out burritos blazing.

This new menu gives heat seekers more opportunities to indulge their taste buds with an array of spicy flavors and textures that truly deliver heat as well as flavor. The Volcano Menu features:

Volcano Taco:
The taco will be returning, prepared with its signature red shell and filled with seasoned ground beef, crisp, shredded lettuce and Lava Sauce.

Volcano Double Beef* Burrito:
This burrito is filled with a double portion of seasoned ground beef and Lava Sauce, a scoop of Mexican Rice, crunchy red strips, cool reduced fat sour cream, shredded cheddar cheese, and is wrapped in a warm flour tortilla. (*Double the seasoned beef claim as compared to the Burrito Supreme®.)

“People are searching for more heat, flavor and spice in their meals, and we heard them loud and clear as the Volcano Taco became an instant hit,” said David Ovens, Chief Marketing Officer, Taco Bell Corp. “Our customers loved the taste of our cheesy hot Lava Sauce and our new Volcano Menu is sure to satisfy the spicy thrill seeker’s desire for heat.”

The secret behind the fiery flavor of the Volcano Menu items is its signature Lava Sauce. Taco Bell food innovators studied consumers’ tolerance for heat, as well as spice’s ability to deliver powerful flavor, to create the perfect balance of both. Meeting the needs of heat seekers looking for spice and taste tamers with a sophisticated palette for flavor, the Volcano Menu will be available in participating Taco Bell® locations across the nation.

Taco Bell is supporting the launch of the new Volcano Menu with an advertising campaign that will extend throughout the summer. Playing off wedding season, which is just around the corner, Taco Bell created ads in which the groom is shocked to find his groomsmen so stricken with the heat of the Volcano burrito, that their faces turn bright red during the wedding ceremony. In a twist certain to bring a smile to your face, the best man comes to the rescue with a plan that involves the bridal party wearing sweatbands on their heads. The :30/:15 TV ad concludes with the best man smiling at the maid of honor, also red faced, and a voiceover telling consumers to “Get ready for the good hurt.” The TV ads will run nationally and creative was handled by Draftfcb in Irvine, Calif.

About Taco Bell Corp.
Taco Bell Corp. (“Taco Bell”), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation’s leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the 79-89-99 Why Pay More!® Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.
 

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