Kraft Heinz and Taco Bell have unveiled a duo of meal kits designed to empower consumers to recreate Taco Bell’s iconic Crunchwrap Supreme and Chipotle Chicken Quesadilla in the comfort of their own kitchens. Branded as Cravings Kits, these offerings include exclusive Taco Bell restaurant ingredients, seasonings, and sauces, promising an authentic taste experience for at-home enthusiasts.
These kits mark the inaugural launch in a series of Taco Bell at Home innovations anticipated throughout the year, with Walmart being the chosen retail platform for the debut. Available both in-store and online, the meal kits present an opportunity for consumers to add protein and tailor their dishes to personal preferences.
The collaboration between Kraft Heinz and Taco Bell, a subsidiary of Yum! Brands, was expanded in October, paving the way for inventive products like the Cravings Kits. Kraft Heinz, already responsible for producing Taco Bell-branded sauces, taco kits, taco shells, and seasoning mixes for retail, has further extended its reach with partnerships involving Benihana and TGI Fridays.
With an ambitious goal of achieving $2 billion in incremental net sales by 2027, Kraft Heinz strategically leverages partnerships like the one with Taco Bell. This collaboration enables the food giant to tap into the growing consumer demand for Mexican cuisine while satisfying the desire for a restaurant-like experience at home.
Alan Kleinerman, Vice President of Disruptive Innovation at Kraft Heinz, emphasized the company’s commitment to identifying opportunities in the retail landscape that resonate with fans. “Our partnership with Taco Bell is a great example of this,” Kleinerman stated.
Recognizing the trend of consumers attempting to replicate Taco Bell menu items at home and sharing their creations on social media, Kraft Heinz and Taco Bell aim to provide an authentic and convenient solution. By allowing consumers to closely mimic the restaurant’s offerings, the Cravings Kits aim to capture the loyalty of at-home fans and safeguard against potential sales losses to alternative products in the market.