Taco Bell Tests New Vegan Crunchwrap, Catering to Growing Plant-Based Demand
Responding to the increasing demand for vegan and vegetarian options among its passionate fanbase, Taco Bell is experimenting with a contemporary take on one of its iconic menu items.
After extensive research and development, the innovative chefs at the Taco Bell Test Kitchen have crafted the perfect recipe for their first-ever fully vegan entrée: the Vegan Crunchwrap. Following in the footsteps of its predecessor, which revolutionized the fast-food industry years ago, the Vegan Crunchwrap introduces a fresh twist to the world of vegan cuisine. Combining convenience and craveability, this tantalizing creation features proprietary vegan seasoned beef—a boldly flavored plant-based protein that has been years in the making. It is complemented by a cool vegan blanco sauce and a warm vegan nacho sauce, both meticulously crafted to achieve unique and proprietary flavors. Initially, the Vegan Crunchwrap will be exclusively available in select cities with thriving vegan communities, including Los Angeles, New York City, and Orlando, starting June 8 for a limited time, while supplies last.
“Loyal Taco Bell enthusiasts include a significant number of vegans and vegetarians, and we are just as committed to them as they are to our menu,” stated Liz Matthews, Global Chief Food Innovation Officer at Taco Bell. “We invested months and years to deliver something truly exceptional; we aimed to perfect it and make it irresistibly delicious. Let’s face it, many products on the market today may lack great taste and craveability.”
The Vegan Crunchwrap also features classic ingredients such as shredded lettuce, diced tomatoes, and a crispy tostada shell. All components are certified vegan** by the American Vegetarian Association.*** Since the product was thoughtfully designed as a harmonious combination, the proprietary plant-based ingredients will not be available for individual orders.
Providing access to delectable and affordable vegan and vegetarian choices has always been a priority for Taco Bell. During this limited-time release, the Vegan Crunchwrap will be offered at the same price as its signature counterpart, with Crunchwrap prices typically varying by location. As with previous product tests, Taco Bell plans to gauge customer feedback and incorporate it into future menu developments.
“Our fans constantly explore new options and customize our menu, especially focusing on veggie-forward choices,” shared Missy Schaaphok, Director of Global Nutrition and Sustainability at Taco Bell. “Now, we’re taking their customizations to the next level with a product that’s entirely vegan as it is, right off the menu. I may be biased, but no veggie burger can compare.”
Apart from this exciting addition, Taco Bell’s vegetarian options have already garnered a wide consumer base, accounting for over 23% of sales in 2022. With over 30 vegetarian*** ingredients that can be combined in nearly one million ways, Taco Bell has long provided an array of delicious choices to satisfy any craving. Customers have never had to compromise on taste or hunger, as even meat lovers can customize their orders to be vegetarian or vegan, or simply swap the meat for refried beans, black beans, or potatoes. From legendary creations to experimental collaborations, the Vegan Crunchwrap is the latest demonstration of Taco Bell’s menu innovation.
*The Vegan Crunchwrap will be available at participating Taco Bell locations for a limited time, including 6741 Hollywood Blvd, Hollywood, CA 90028 (Los Angeles), 976 6th Ave, New York, NY 10018 (New York City), and 11893 East Colonial Dr, Orlando, FL 32826 (Orlando). Please contact the specific restaurant for operating hours and participation, as they may vary. Additional taxes may apply, and prices may differ for delivery and other