One of the highlights of 2024 for me was discovering that the famed (and elusive) Chili Cheese Burrito was back on the menu at a Taco Bell in Waupaca, Wisconsin. Then, following my trip to New York for Toy Fair last week, I found the tasty treat quietly returned to the menu of my local ‘Bell here in Illinois. It was a late night score!
But back in New York, Taco Bell enthusiasts packed the Brooklyn Paramount Theater and tuned in online for the brand’s Live Más LIVE event, unveiling an ambitious vision for 2025. Hosted by Ashley Park, the event showcased bold innovations, exclusive partnerships, and fresh flavors poised to redefine the Taco Bell experience.
Taco Bell CEO Sean Tresvant set the tone, emphasizing a commitment to innovation and enhanced customer experiences. Key announcements included the evolution of Taco Bell’s chicken and beverage lineups and the opening of more than 340 new stores across 25 countries last year. Tresvant also surprised attendees with a custom hat giveaway in partnership with luxury brand Siegelman Stable, while remote viewers accessed exclusive merch drops via the Taco Bell app.
Chief Food Innovation Officer Liz Matthews offered a sneak peek into Taco Bell’s Test Kitchen, revealing creative menu concepts such as the Purple Chile Sauce, Queso Fundido Rolled Chicken Taquitos, and the Mexican Pizza Empanada. Collaborations with Bushwick Kitchen and Zab’s Hot Sauce promise bold new flavors like the Weak Knees Fire and Zab’s Hot Ranch sauces.
“For more than 60 years, Taco Bell has been crafting bold, beautiful flavors that ignite cravings and redefine what’s possible,” Matthews said. “Our fans inspire us to push boundaries, break the rules, and explore the limitless potential of flavor. We’re not just making food — we’re creating experiences that surprise, delight, and keep people coming back for more.”
The event also spotlighted the second season of TBX, Taco Bell’s culinary collaboration initiative, with renowned chef Bricia Lopez leading a carne asada innovation. Matthews concluded with an exclusive app drop for rewards members to join an immersive test kitchen experience.
Additional highlights included the 2025 Bell Awards, honoring superfans for their creativity and dedication, and the debut of Live Más Café, Taco Bell’s first beverage-centric concept.
Taco Bell CMO Taylor Montgomery capped the evening by announcing an exciting menu lineup for 2025, including the Caliente Cantina Chicken Menu and fan-driven customization options via the Taco Bell app.
But that wasn’t all!
Live Más Live attendees got a post-show treat at an exclusive tasting event featuring future offerings from the Taco Bell Food Innovation Team. The menu items served featured the Quesocrisp Taco, Flamin’ Hot Burrito, MOUNTAIN DEW BAJA MIDNIGHT, Purple Chile sauce (requiring a waiver to try) and more.
Live Más, my friends. Live Más!
