NEW YORK – Beginning July 25, Taco Bell will begin testing a
“Power Protein” menu that it hopes will lure health-conscious consumers,
Advertising Age reports.
The pilot will kickoff in Dayton, Ohio, and include four
items: a chicken burrito, steak burrito, chicken bowl and steak bowl – each
that offers more than 20 grams of protein and contains fewer than 450 calories.
The QSR is also testing zero-calorie beverages, including
SoBe Lifewater Yumberry Pomegranate and Brisk No Calorie Peach Iced Green Tea.
The Power Protein burrito will include a double portion of
chicken or steak, along with, romaine lettuce, roasted-corn-and-pepper salsa, pico de
gallo, guacamole and reduced fat sour cream. The Power Protein Bowl includes
similar ingredients, minus a tortilla and plus black beans.
According to Taco Bell CEO Greg Creed, the new items are
intended to become more relevant to Millennials, who are seeking items that
have more protein and less fat.
If the test succeeds, the Power Protein menu is expected to
rollout nationally in 2014.