Tags: protein | meat | taco bell | rebrand

Protein – Not Meat: Taco Bell To Rebrand Beef, Chicken on Menu

By Alexandra Ward   |   Tuesday, 25 Jun 2013 01:33 PM

Image: Protein – Not Meat: Taco Bell To Rebrand Beef, Chicken on Menu
Taco Bell will launch a new campaign next month to test a menu that will rebrand its meat as "protein."

Starting July 25, Taco Bell locations in Dayton, Ohio, will test the new "Power Protein" menu, which features four new steak and chicken entrees, the fast food chain announced on its website last week.

The "Power Protein" menu's goal is to provide healthier options, Taco Bell said. All of the items contain more than 20 grams of protein and less than 450 calories. The same offerings are already being marketing in Southern California under the name "Fresco Power."

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But the campaign may also be an effort to ease the discomfort consumers felt after a 2011 lawsuit accused the fast-food chain of using mysterious fillers instead of actual beef.

The word "meat" generally has a negative connotation, according to data from Infegy, a company that analyzes user-generated blog, social media, and online content. An Ingefy report 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," Businessweek reported.

Indeed, the "Power Protein" menu is already raising a few eyebrows.

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