Taco Bell ventures into plant-based meat market with Crispy Melt Taco

Taco Bell ventures into plant-based meat market with Crispy Melt Taco
Photo: Chew Boom
August 19th, 2022 | NAFB

Taco Bell is getting into the plant-based meat market with a Crispy Melt Taco.

The company said it’s testing the proprietary product in the market around Birmingham, Alabama. The Wall Street Journal said the company has been working on the soy and pea-based product for three years.

It’s debuting in a Crispy Melt Taco that’s made with a white corn shell tortilla. Taco Bell’s Chief Innovation Officer Liz Matthews said the product will cost $2.49 and that price affordability was critical to an accurate market test. The cost has been a challenge in testing other plant-based products as they typically cost 40 percent more than animal-based products.

“It was important not to have an upcharge,” Matthews said. “We wanted to ensure that this product is as affordable and accessible as our seasoned beef.”

The company wanted to get the taste and consistency right so that customers couldn’t tell the difference between the plant-based and animal-based offerings.

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