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New Twist on an Old Classic Will Have Consumers Doubling Down on Taco Bell®

Irvine, Calif., October 14, 2009 – Winner, winner taco dinner. Starting today, taco lovers can hit the jackpot with the new 89-cent Black Jack Taco from Taco Bell®. It’s a new limited-time-only addition to the 79¢-89¢-99¢ Why Pay More!® Value Menu and a fresh twist on the classic Crunchy Taco that’s a sure winner.

The Black Jack Taco comes with a new, eye-catching black taco shell filled with seasoned beef and topped with zesty Pepper Jack sauce that kicks the flavor up a notch. This new tasty taco will be available at participating 5,600 Taco Bell restaurants across America through December 27.

“The Black Jack Taco is the perfect option to add to the menu, providing our customers with the value and Mexican-inspired taste they’ve come to expect from Taco Bell,” said David Ovens, Chief Marketing Officer, Taco Bell Corp. “Unbelievable prices, great taste and innovation define Taco Bell, which is why consumers love the variety of new products we introduce.”

The Black Jack Taco is featured on the 79-89-99 Why Pay More! Value Menu, where it joins other value favorites including the Crunchy Beef Taco, Grilled Chicken Burrito, Chicken Soft Taco and Triple Layer Nachos at the 89-cent price point, offering more variety at a price consumers love. Other items on the Why Pay More! Value Menu items include the Cheese Roll-Up, Crispy Potato Soft Taco and Cinnamon Twists for 79 cents and classics like the Soft Taco, Bean Burrito and Caramel Apple Empanada for 99 cents.

Taco Bell is supporting the limited-time-offer Black Jack Taco with an advertising campaign that will extend through November 11. Emphasizing the sharp, contrasting new color of the black, crunchy taco shell, Taco Bell created :30 and :15 ads that focus on this bold color. From black boots and a black dress to a black sheep, the Black Jack Taco shares an edgy juxtaposition in these ads. The TV ad 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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