Taco Bell Cutting Artificial Ingredients to Prove ‘Less Is Mas’

By Publications Checkout
Taco Bell Cutting Artificial Ingredients to Prove ‘Less Is Mas’

Taco Bell, which won over younger customers with unorthodox creations like Doritos-shelled tacos and fried cinnamon-bun balls, is now trying to appeal to millennials in a different way: cutting unnatural ingredients.

Taco Bell will remove artificial colors and flavors, high- fructose corn syrup and trans fats from 95 percent of its menu by the end of the year, Brian Niccol, the chain’s chief executive officer, said in an interview. The upgrade won’t result in higher prices.

“I want people to know that when they choose a chalupa, they can feel great about choosing that chalupa because it’s affordable, it’s craveable and we put the highest-quality food out there for them to enjoy,” Niccol said. “People just assume that in order to do this, things have to become more expensive. That’s a myth.”

Taco Bell, owned by Yum! Brands Inc., also is trying to eliminate artificial preservatives and other additives from its menu, and will do that “where possible” by the end of 2017, Niccol said. The changes taking place this year won’t affect beverages or co-branded products, such as the Doritos Loco Tacos.

Taco Bell is joining fast-food rivals in trying to win over millennials by improving its food quality. McDonald’s Corp. said in March that it would stop serving chicken raised with some antibiotics at U.S. restaurants within the next two years. Dunkin’ Donuts has gotten into the act too, saying it will serve only cage-free eggs.

News by Bloomberg, edited by Hospitality Ireland