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Taco Bell drops word ‘meat’ in favour of ‘protein’

26 June 2013

Taco Bell is rebranding a selection of its US meat products as ‘protein’, following the recent discovery of horsemeat in some beef products in the UK. 

The company asserts that the new marketing campaign is not moving away from the word ‘meat’ but offering healthier menu options.

It adds that no traces of horsemeat were discovered in any of its US products.

Restaurants in Dayton, Ohio are testing out the new ‘Power Protein’ menu that Taco Bell says have been ‘created with our nutritional guardrails in mind’.

The announcement comes on the back of the company’s announcement in April that it wanted to offer consumers healthier fare, with 20% of its menu containing one third – or less – of the FDA’s daily recommended guidelines by 2020.

The new products will have at least 20g of protein and fewer than 420 calories. 


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