By Allison Watkinson
TLL Reporter
Taco Bell has made a major move in its retail food product division, appointing Kraft Heinz as its primary manufacturer.
It’s also a big deal even for a food and beverage giant like Kraft Heinz, which is doubling down hard on the Mexican cuisine category. The partners say the goal is to provide more consumers the opportunity to enjoy Taco Bell restaurant experiences in the comfort of their own homes.
“As we continue on our journey to lead the future of food here at Kraft Heinz, we look forward to continuing our partnership with Taco Bell as a primary manufacturer of Taco-Bell branded retail products, extending the brand to more channels,” said Danielle Coopersmith, associate director of taste elevation at Kraft Heinz. “We know consumers are eager to bring the restaurant experiences they know and love home, and this partnership will help us do just that by driving greater growth and innovation for the brand —giving consumers the chance to create and enjoy their own craveable Taco Bell experiences.”
The two companies say they have expanded on their existing partnership, with Kraft Heinz taking on the responsibility for producing Taco Bell’s popular salsas, sauces, canned foods, and taco dinner kits, among others.
The deal is also expected to broaden Taco Bell’s retail horizons. Kraft Heinz says the expanded partnership will allow it to take Taco Bell products into new retail channels.
Through the expanded partnership, Kraft Heinz will take Taco Bell to new channels, Kraft Heinz said. In addition, the partnership will enable the companies to provide consumers with Taco Bell restaurant experiences in the comfort of their homes. Kraft Heinz also said the partnership will target new investments such as new marketing programs and in-store graphics for Taco Bell branded retail products.
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