Taco Bell has launched a new Tajín menu at a single restaurant in Irvine, California, available through March 6 or while supplies last. The menu includes a Tajín Crunchy Taco, Tajín Twists and a Tajín Strawberry Freeze, showcasing Tajín's signature blend of mild chili peppers, lime and sea salt.
The menu features the signature product from Productos Tajín, a Mexican-based company with a presence in over 65 countries.
"We're thrilled to embark on this culinary journey with Tajín, a brand whose unique seasoning blends are revered for their versatility in the kitchen," Liz Matthews, global chief food innovations officer, said in a statement. "This collaboration is a celebration of bold flavors and innovative pairings that showcases how Tajín's iconic chili lime seasoning perfectly complements classic Taco Bell menu items. Together we're bringing new flavors to the taco experience and delivering an unforgettable taste adventure."
The 39-year-old company expanded to the U.S. for the first time in 1993 with the establishment of Tajín International Corporation in Houston. Since, the company has created several partnerships with domestic food brands to launch innovative CPG products, including Nestle, Tyson, Hillshire Farms, Pop-Tarts, and Bud Light.
It is also no stranger to the restaurant space. In 2017, Tajín partnered with Juice It Up! to launch a Chili Lime Mango Smoothie and Turmeric Fusion. In 2021, Blaze Pizza teamed up with the company to introduce a Chipotle Ranch Chicken Pizza, while Taco Cabana featured a $4 Tajín margarita in 2022. Last year, Wetzel’s Pretzels collaborated with Tajín to launch a Guava Mangonada drink.
However, with the potential for a larger rollout, Taco Bell would put Tajín on an even bigger map. The partnership marks Taco Bell’s latest collaboration with brands to co-create new menu offerings. In the past two years alone, Taco Bell has teamed up with Yellowbird, Truff’s, Yeastie Boys and more. During the chain’s inaugural Live Más Live event earlier this month, the brand unveiled several upcoming partnerships as well, including with Secret Aardvark, Disha Hot, and Salt & Straw.
“We’re not just going to work with anybody. The partnerships we’ve done, we knew the team as people and loved what they did, and they loved what we did,” Matthews said during a recent interview. “That’s when you get really beautiful collaborations. It’s not a process, but more like starting a friendship to see if you like each other and then growing that relationship over months.”
In a statement, Haydee Fernandez, alliances director at Productos Tajín, said, "This is an unprecedented collaboration between two iconic brands.”
The Orange County test includes:
- Tajín Crunchy Taco, a crunchy corn shell seasoned with a special Tajín Clasico, specifically created for this menu, featuring seasoned beef, ranch sauce, lettuce, shredded cheddar cheese, and a mango salsa, available for $2.89.
- Tajín Twists, crispy puffed corn twists sprinkled with Tajín seasoning, available for $1.29. Tajín Strawberry Freeze which features a Wild Strawberry Freeze with mango pieces and Tajín Chamoy sauce for $3.59.
- Tajín Combo for $6.99, which includes the Tajín Crunchy Taco, Tajín Twists and Tajín Strawberry Freeze.
- Each menu item comes with a Tajín packet on the side allowing fans to add even more Tajín flavor.
Contact Alicia Kelso at [email protected]