Taco Bell hopes to turn orange Doritos cheese powder into green – as in cash from its latest culinary invention.
The fast-food chain rolled out Doritos Locos Tacos at midnight on Wednesday at its 5,600 restaurants nationwide.
Taco Bell calls this the biggest product launch in its 50-year history.
The Doritos Locos Tacos contain seasoned beef, lettuce, diced tomatoes, cheddar cheese and are topped with reduced-fat sour cream in a shell made from Nacho Cheese Doritos Chips.
The Doritos tacos are the latest in a string of things Taco Bell has been doing to improve its menu and boost its image. The chain is testing a Cantina Bell line of more upscale foods created by celebrity chef Lorena Garcia. Taco Bell also recently rolled out a breakfast menu in about 800 restaurants, with plans to roll out its breakfast burritos and hash browns nationwide by 2014.