Irvine, Calif. (Oct. 1, 2018) – Earlier this year, Taco Bell introduced its iconic sauce packet flavors in a new form: tortilla chips, giving fans a new way to enjoy the brand’s beloved flavors. To the surprise of no one, fans loved them and begged for more flavors. Now, Taco Bell is debuting new, limited-edition Diablo Tortilla Chips available exclusively at participating 7-Eleven® stores starting today through October 31, then available at additional grocery and convenience stores through November.
This new spicy snack features the distinct flavors of the beloved Diablo sauce packet and are as bold in appearance as they are in taste, with a kick of hot peppers and a hint of lime. Unlike many other fiery red friends in the chip’s aisle, Diablo Tortilla Chips are black, standing out from the crowd. Keeping in theme with Taco Bell’s previous flavors, the chips are vegan, kosher and gluten-free, with natural vegetable juice creating their dark color.
“Our iconic sauce packets were our original inspiration for how to give fans a new way to access a taste of Taco Bell at retail,” said Marisa Thalberg, Chief Global Brand Officer, Taco Bell Corp. “The new Diablo Tortilla Chips build from that inspiration, letting us serve up our hottest chip yet that’s completely unique to Taco Bell, from its dark and smoky packaging with saucy wisdoms, to the flavor of the chip itself.”
Fortune favors the bold, so don’t be shy in heading to your local 7-Eleven® store to snag a bag before the Diablo Tortilla Chips sizzle away. After all, these limited-edition chips give fans another way to enjoy the Taco Bell flavors they crave, in addition to the Classic, Mild and Fire flavors that will continue to light up grocery and convenience store shelves.
“7-Eleven customers are adventurous and always looking for new taste sensations and unusual flavor combinations to try,” said 7-Eleven Merchandising Senior Vice President Jack Stout.
“If they thought the Taco Bell flavored chips 7-Eleven introduced earlier were something, just wait until the Diablo spice hits the shelves. An ice-cold Slurpee® drink may be necessary to put out the fire.”
Limited-edition Diablo Tortilla Chips will be sold in 3.5-ounce bags, while Fire, Mild and Classic tortilla chip flavors continue to be available in a variety of sizes. Final pricing is set by grocery and retail outlets, and all Taco Bell tortilla chips are vegan, kosher and made of gluten-free ingredients.
About Taco Bell Corp.
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About 7-Eleven, Inc.
7 Eleven, Inc. is the premier name and largest chain in the convenience-retailing industry. Based in Irving, Texas, 7 Eleven operates, franchises and/or licenses more than 67,000 stores in 17 countries, including 11,800 in North America. Known for its iconic brands such as Slurpee®, Big Bite® and Big Gulp®, 7-Eleven has expanded into high-quality salads, side dishes, cut fruit and protein boxes, as well as pizza, chicken wings, cheeseburgers and hot chicken sandwiches. 7-Eleven offers customers industry-leading private brand products under the 7-Select® brand including healthy options, decadent treats and everyday favorites, at an outstanding value. Customers also count on 7-Eleven for bill payments, self-service lockers and other convenient services. Find out more online at www.7-Eleven.com, via the 7Rewards® customer loyalty platform on the 7-Eleven mobile app, or on social media at Facebook, Twitter and Instagram.