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At long last, Cool Ranch tacos arrive at Taco Bell

By Ken Hoffman - | Mar 28, 2013

This week I reached out for a Cool Ranch Doritos Locos Taco Supreme, the latest in the Doritos Tacos fashion collection, at the No. 1 Mexican-style fast-food chain, Taco Bell, with 6,000 restaurants from border to border.

Cool Ranch Doritos Locos Tacos come on the heels of last year’s killer Nacho Cheese Doritos Locos Tacos, which sold, oh, only 350 million tacos — the biggest, most successful product launch in Taco Bell history. Cool Ranch tacos should be another grand slammer.

Here’s the Cool Ranch Doritos Locos Taco Supreme blueprint: premium seasoned BEEF (stop worrying, it’s real beef), crisp lettuce, diced tomatoes and cheddar cheese, topped with reduced-fat sour cream in a taco shell made from Cool Ranch Doritos chips.

Total calories: 200. Fat grams: 12. Sodium: 370 mg. Carbs: 15 g. Dietary fiber: 3 g. Protein: 9 g. Manufacturer’s suggested retail price: $1.89.

Taco Bell also has a stripped-down, slightly leaner model of Cool Ranch Doritos Locos Tacos — hold the sour cream and tomatoes — for $1.39.

Taco Bell has been making a lot of noise lately with Chef Lorena Garcia and her upscale Cantina Bell Menu, but Doritos Locos Tacos are what Taco Bell does best: big, pass-around bags of good, cheap, filling, drive-thru food that’ll have you pushing the car seat back so you can fit behind the wheel. Taco Bell tacos are a fast-food icon. If there’s ever a fast-food hall of fame, we’re talking first ballot.

Taco Bell has no intention of keeping Cool Ranch Doritos Locos Tacos Supreme a secret. In the next few months, Taco Bell will give Progressive Insurance a run for its money with TV, radio, digital, billboard and movie-theater ads. Go with the Flo. Who doesn’t love paying $15 for a movie ticket … and watching taco commercials that you get for free at home?

The Taco Bell and Doritos marriage was such a natural — what took ’em so long? Brand-name connections usually are locks in the drive-thru, and fast-food fans are pretty darn fond of Doritos brand anything in the chip aisle. Nacho Cheese and Cool Ranch are beloved prefixes to a certain demographic: hungry guys in cars.

They’ve even come up with a cardboard taco holder designed specially for Doritos Locos. That’s confidence.

The headline selling point of these tacos is the regular shell coated in Cool Ranch Doritos dust. You’ll leave tasty fingerprints after eating a bunch of these.

Taco Bell gets every inch out of these shells, too. They’re the first thing you taste in a taco. When the ranch flavor hits your tongue, Taco Bell is already halfway home. The seasoned beef and cheddar push these across the finish line.

For $1.89, Cool Ranch Doritos Locos Tacos Supremes are as surefire as anything ever on the Bell menu.

Starting at $4.32/week.

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