facebook pixal

Taco Bell to sell chips—at the supermarket

The chips will be available in May, with flavors based on the chain's sauce packets.

Soon you won’t have to go to Taco Bell to get a taste of its hot sauce.

The Irvine, Calif.-based Mexican quick-service chain this May will start selling chips in supermarkets. The tortilla chips will come in three flavors, two of them based on the company’s sauce packet flavors: Mild and Fire. There will also be a Classic flavor.

The Mild and Fire flavors will come in packages inspired by Taco Bell’s sauce packets.

“This launch of our first line of sauce packet-inspired chips gives our fans a new way to access a taste of Taco Bell,” Marisa Thalberg, Taco Bell’s chief marketing officer, said in a statement. “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.”

The Classic chips are salted and crispy. The Mild chips are flavored with Taco Bell’s Mild sauce, which includes three chili peppers and cumin. The Fire chips convey the flavor of Taco Bell’s Fire sauce, which includes hints of jalapeno, chili peppers and paprika.

The Fire and Mild chips will be sold in 1-ounce, 3.5-ounce, 11-ounce and 30-ounce bags. The Classic chips replace the 11-ounce bag with a 13-ounce bag.

Restaurant chains have for years used licensing as a way to get more attention for their brands while generating additional income. Chains license branded products such as coffee, salsa, sauces or pizza.

Want breaking news at your fingertips?

Get today’s need-to-know restaurant industry intelligence. Sign up to receive texts from Restaurant Business on news and insights that matter to your brand.


More from our partners