Taco Bell testing menu that avoids the word ‘meat’

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‘Meat’ has been getting a bad rap lately, and Taco Bell is testing to see if a name change will help it sell more tacos.

The chain is testing a ‘Power Protein’ menu in Ohio aimed at health-conscious consumers. It will include items with more than 20 grams of protein and less than 450 calories per serving, such as a burrito and a bowl, both served with a double portion of chicken or steak, according to BloombergBusinessweek.

The menu is already being tested under the name “Fresco Power” in Southern California.

Missy Schaaphok, nutritionist and product manager for Taco Bell, says in an e-mail that the company is using the “protein” label on its new menu “because of the ingredients in the items.” The emphasis on nutrition, rather than meatiness, is one consumers are likely to notice. Data from Infegy—a company that analyzes user-generated content on blogs, social-media accounts, and other online sources—shows that 43 percent of conversations about “meat” over the last six months were negative and often included such words as “bad,” “concerns,” and “problem.”

Read more at BloomburgBusinessweek.

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