Taco Bell releases a line of sauce-flavored chips

These chips are hot

Taco Bell releases a line of sauce-flavored chips
Stars Insider

26/03/18 | StarsInsider

FOOD Taco Bell

Taco Bell is coming to grocery store aisles with a new line of sauce-flavored tortilla chips and mouths are already salivating. The trio of options will all be styled after the sauce packets, and flavors will include Fire, Mild, and Original.

"Our sauce packets are one of the brand's most unique aspects and were the natural choice for both the flavors and packaging of our tortilla chips," Marisa Thalberg, Chief Brand Officer for Taco Bell Corp. told AdAge. "This launch of our first line of sauce packet-inspired chips gives our fans a new way to access a taste of Taco Bell."

The move into the chip business is not surprising after the brand's successful chip collaboration for the Doritos Locos Taco. However, rather than partner with Frito-Lay, the chain has gone with a producer called Sugar Foods Corp. to develop the product.

"This was not a collaboration. This was our brand and we wanted to create tortilla chips that stand out as uniquely Taco Bell, in both their sauce packet flavors and packaging," Thalberg said.

Taco Bell chips will be available beginning in May.

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