After tons of speculation and a strange media blitz that involved showering food bloggers with bags of Doritos, Taco Bell's new Doritos Locos Taco debuts today.
The third taco in the Doritos Locos Taco (DLT) series, the new taco takes a spicier turn by turning Doritos' lesser known Flamas chips into a taco shell, then filling it with their usual meat or bean options.
Taco Bell is hoping to make the same killing with the new Fiery DLT that it did with its past Doritos creations, Nacho Cheese and Cool Ranch. According to a press release, the company has sold over 600 million DLTs since March 2012, making it the most successful product in the Mexican fast food chain's history. But can lightning strike thrice?
Taco Bell is counting on it, taking to social media to tease the new flavor with short Vine clips showing nothing but flaming arrows and people screeching in delight. The fast food chain also engaged (and enraged) food bloggers by sending them large boxes in the mail with supposed samples of the new tacos. When the bloggers opened the boxes, they found only samples of several Doritos chips, in a supposed ploy to get the food writers off the "Flamas scent."
Now, the wait is over. Although the official release date was set for August 22, the company pushed up its launch to today. We stopped in at the Coconut Grove Taco Bell yesterday, where an employee confirmed that the new Fiery Doritos Locos would, indeed, be available starting just after midnight on August 19. A regular DLT taco sells for $1.39 and contains 170 calories and 10 grams total fat. A supreme is $1.69 and contains 200 calories and 12 grams total fat.
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Like the taco? Taco Bell wants you to share with the hashtag #FieryDLT. Here's our favorite:
— Sarah Thyre (@SarahThyre) August 19, 2013