Back in April, we caught wind of a very important Taco Bell announcement. The fan-favorite Tex-Mex joint was testing a dedicated meat-free menu; good news for vegetarians, and also for anyone with taste buds. Now we know the veggie-friendly lineup is hitting locations nationwide on Thursday, September 12.
The menu, which is entirely certified by the American Vegetarian Association (AVA), features a Black Bean Crunchwrap Supreme, Black Bean Quesarito, 7-Layer Burrito, and Bean Burrito, as well as nine other "bold, flavorful" meat-free options sprinkled across the regular menu. Those are all identified with a little veg symbol.
"At Taco Bell, we believe that vegetarian food shouldn’t be a compromise; it shouldn’t be limited to one item, and it shouldn’t be just for vegetarians,” global chief food innovation officer Liz Matthews said in a statement:
For years, we’ve consistently proven that our vegetarian menu options are so craveable that even non-vegetarians unknowingly go veggie because they just love the taste. We’re committed to building on this insight and plan to further innovate in this growing space.
ICYMI, the brand has been selling vegetarian alternatives for years. In 2015, they made history by becoming the first (and only!) fast food restaurant with an AVA certification. They know what they're doing.
And while they could've gone the whole plant-based meat route, it didn't really ~fit~ the brand. "We've met with Beyond, we've met with Impossible," president of North American operations Julie Felss Masino told CNBC a few months back. "But I think what we're proud of is that we've been doing vegetarian for 57 years."
