Taco Bell Unveils Chips Inspired by Famed ‘Fire’ and ‘Mild’ Hot Sauce Packets

If you love the taste of Taco Bell’s hot sauce packets, then you’ll be excited about the company’s latest innovation: Tortilla chips based on  the mild and fire sauces.

Starting in May, the hot sauce-inspired chips, as well as a classic tortilla chip, will be available in grocery and convenience stores. As a nod to the chips’ namesake, the packaging design looks nearly identical to the famed sauce packets.

“This launch of our first line of sauce packet-inspired chips gives our fans a new way to access a taste of Taco Bell,” said Marisa Thalberg, chief brand officer, Taco Bell, in a statement. “Our sauce packets are one of the brand’s most unique aspects and were the natural choice for both the flavors and packaging of our tortilla chips.”

According to the release, the classic tortilla chips are “salted and crispy,” the mild tortilla chips are “seasoned with the bold flavor of Taco Bell’s mild sauce, including hints of three chili peppers and cumin” and the fire tortilla chips “convey the fiery flavor of Taco Bell’s fire sauce, with hints of jalapeño, chili peppers and paprika.”

As for bag size, Taco bell plans to sell fire and mild chips in one-, three-and-a-half- and 11-ounce bags. Classic will be sold in one-, three-and-a-half- and 13-ounce bags.

Kristina Monllos

@KristinaMonllos

Kristina Monllos is a senior editor for Adweek.