Taco Bell Introduces Breakfast in 10 States


IRVINE, Calif. — Taco Bell is joining the QSR breakfast wars, introducing a new early morning menu that includes 11 unique items.

The new FirstMeal menu is launching in 10 western states and features items that range in price from US¢99 for a Bacon and Egg Burrito to US$2.79 for a Grande Skillet Burrito.

The new menu also features Seattle’s Best Coffee, Cinnabon Delights and Tropicana Orange Juice.

“We’ve partnered with leading breakfast brands that consumers know, love and trust, including Johnsonville Sausage, which has teamed with us to create our signature product, a Sausage and Egg Wrap: a soft flour tortilla filled with savoury sausage, fluffy eggs surrounded by melted cheese — all wrapped up and grilled,” said Brian Niccol, chief marketing and innovation officer, Taco Bell Corp.

Taco Bell has tested FirstMeal in more than 150 stores in four U.S. markets. The company plans to introduce the breakfast menu at eastern U.S. stores in 2013.

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