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Taco Bell rings in new value menu

IRVINE Calif. Taking aim at the 99-cent double cheeseburgers offered by quick-service competitors, Taco Bell today launched a new value menu of 10 items priced between 79 cents and 99 cents.

Supported by national radio, television and online advertising, the “79-89-99 Why Pay More” value menu will feature classic Taco Bell items, such as soft and hard-shell tacos and bean burritos, as well as four new offerings. The tacos are priced at 89 cents, and the burritos as 99 cents.

Among the new items, test consumers favored the 89-cent Cheesy Double Beef Burrito, a flour tortilla filled with double portions of seasoned beef, Mexican rice and nacho cheese sauce, according to the chain.

Other new items include Triple Layer Nachos, made with tortilla chips topped with red sauce, beans and cheese sauce, for 79 cents; Melted Three-Cheese Roll-Up, a flour tortilla topped with melted cheese and rolled up for portability, for 79 cents; and the Big Taste Taco, a flour tortilla filled with seasoned beef, lettuce, tortilla strips, cheese and creamy jalapeno sauce, for 99 cents.

“With gas prices having soared to more than $4 a gallon in some parts of the country, consumers are looking for creative ways to stretch their dollars,” said David Ovens, chief marketing officer for Taco Bell Corp., a subsidiary of Louisville, Ky.-based Yum! Brands Inc. “As the leader in value innovation, our 79-89-99 Why Pay More Value Menu completely reframes value for quick-service restaurant customers.”

Also, Taco Bell on Thursday will debut the new Fruitista Freeze, a frozen drink available in strawberry and mango flavors for the suggested price of $1.89 for a 16-ounce cup. The drinks, which Taco Bell said are sweetened with natural sucrose instead of high-fructose corn syrup, come topped with fresh strawberries.

Taco Bell operates or franchises nearly 5,600 restaurants across the country.

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