Taco Bell turns up heat with “blazing” burrito

IRVINE Calif. Taco Bell, prompted by the success last year of its spicier Volcano Taco, said Monday it was extending the menu with the addition of a “blazing” burrito.

The new Volcano Menu includes the taco, with its signature red tortilla shell filled with beef, lettuce and the “fiery” Lava Sauce, and a new Volcano Double Beef Burrito, featuring twice the ground beef of a regular burrito, Lava Sauce, Mexican rice, crunchy red strips, reduced-fat sour cream and shredded cheddar wrapped in a warm flour tortilla.

The recommended price for the new burrito is $2.99. The Volcano Taco is sold for a recommended $1.19. Both are available at participating stores within Taco Bell’s nearly 5,600-unit chain.

“People are searching for more heat, flavor and spice in their meals and we heard them loud and clear as the Volcano Taco became an instant hit,” said David Ovens, Taco Bell’s chief marketing officer. “Our customers loved the taste of our cheese hot Lava Sauce, and our new Volcano Menu is sure to satisfy the spicy thrill seeker’s desire for heat.”

Taco Bell is supporting the launch with an ad campaign scheduled to run through the summer. Based in Irvine, the Taco Bell brand is owned by Louisville, Ky.-based Yum! Brands Inc.

Contact Lisa Jennings at [email protected] [3]