Food & Beverage

Taco Bell testing Vegan Crunchwrap in 3 cities

Provided

June 7, 2023

Taco Bell's iconic Crunchwrap has a new vegan version, but there's a catch: it's only available in certain locations in Los Angeles, New York City and Orlando beginning June 8 for a limited time, according to a press release.

The Vegan Crunch Wrap features proprietary vegan seasoned beef, a boldly seasoned plant-based protein that has been in the works for years. The Vegan Crunchwrap also includes cool vegan blanco sauce and warm vegan nacho sauce.

"Such a large part of our fandom is vegan or vegetarian, and we're as committed to them as they are to us and our menu," Liz Matthews, global chief food innovation officer at Taco Bell, said in the press release. "That's why we took so long, months and years, to release something this special; we wanted and needed to get it exactly right, to get it mouth-watering. Because let's admit it, we've all eaten plenty of products on today's market that don't taste great and certainly aren't craveable."

Taco Bell is trialing the vegan version of the Crunchwrap to gauge customer feedback for future menu additions.

"Our fans are always hacking our customizable menu to try new options, especially veggie-forward," Missy Schaaphok, director of global nutrition and sustainability at Taco Bell, said in the press release. "So now we're hacking the hack, if you will, with a product that's completely vegan as-is, right off the menu. I may be biased, but no veggie burger could compare."