Taco Bell offers nine menu items with less than nine fat grams
Irvine, Calif., December 28, 2007 – Watching what you eat just got a lot easier with the new Taco Bell® Fresco Menu, offering nine Mexican-inspired menu items each with less than nine grams of fat. Now available at participating Taco Bell locations nationwide, the Fresco Menu offers lower fat alternatives without sacrificing taste and flavor, so customers can still enjoy grilled, marinated all-white-meat chicken, seasoned beef and even Carne Asada Steak. Fresco Menu items feature a freshly prepared Fiesta Salsa – a zesty mix of diced tomatoes, white onions and cilantro that replaces cheese and sauce. Fiesta Salsa packs in lots of flavor, but adds only five calories per serving and no fat.
The new Fresco Menu launches as Americans start heading to the gym and starting their post-holiday diets. Eating sensibly and maintaining an active lifestyle are key to achieving personal health and nutrition goals. According to a survey of 1,000 nationally represented Americans ages 18 and older, nearly 40 percent say they plan to commit themselves to eating better in 2008. However, many find it difficult to succeed in changing their eating habits, citing convenience and taste as obstacles.
“Our customers told us that there are a limited number of lower fat choices in fast food. With the New Fresco Menu, we’re offering the tastes, textures and aromas our customers love, all with menu items that are lower in fat grams versus our regular menu items,” said David Ovens, Chief Marketing Officer, Taco Bell Corp. “The expansion of our menu also allows us to broaden our appeal beyond our usual target demographic of young males.” With 9 choices at under 9 grams of fat, Taco Bell offers customers a way to enjoy great taste with less fat than our traditional favorite menu items.
The Fresco Menu includes the following items:
· Fresco Crunchy Taco – 8 grams of fat – 150 calories
· Fresco BURRITO SUPREME® – Chicken – 8 grams of fat – 330 calories
· Fresco BURRITO SUPREME® – Steak – 8 grams of fat – 330 calories
· Fresco Bean Burrito – 7 grams of fat – 330 calories
· Fresco Fiesta Burrito – Chicken – 8 grams of fat – 330 calories
· Fresco Soft Taco – 7 grams of fat – 180 calories
· Fresco Zesty Chicken BORDER BOWL® – 8 grams of fat – 350 calories
· Fresco Grilled Steak Soft Taco – 4.5 grams of fat – 160 calories
· Fresco Ranchero Chicken Soft Taco – 4 grams of fat – 170 calories
Taco Bell plans to support the introduction of the new Fresco Menu with a targeted marketing communications campaign that is designed to reach health-conscious consumers who want to enjoy the great taste of Taco Bell’s favorite menu items but in a way that supports a sensible, balanced diet. The campaign will include dedicated Fresco Menu boards in the restaurants and in the drive-thrus, point-of-purchase materials such as tray liners, posters and brochures. Print ads, which feature the headline “It’s Your Choice,” compare Fresco Menu items against popular hamburgers and will appear in women’s and fitness publications. A banner ad campaign is also planned. Both efforts were created by DraftFCB in Irvine, California.
About Taco Bell Corp.
Taco Bell Corp. (“Taco Bell”), based in Irvine, California, 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 a wide variety of Big Bell Value Menu® items. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.
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