TBX chefs Reuben Asaram, Jennifer Hwa Dobbertin and Lawrence “LT” Smith unveil remixed Crunchwrap Supremes—featuring Indian spices, Thai noodles and hot chicken.
TLDR:
In partnership with the culinary masterminds of the Taco Bell Test Kitchen, emerging chefs Reuben Asaram, Jennifer Hwa Dobbertin and Lawrence “LT” Smith have reimagined the Crunchwrap Supreme, introducing new ingredients like Indian spices, Thai-inspired noodles and spicy Southwest hot chicken to the iconic menu item.
Taco Bell is previewing the three creations in New York City to collect feedback from fans that will inform future availability of these Crunchwrap Supremes.
Taco Bell Rewards Members nationwide can embody TBX’s innovative spirit by adding up to $3 worth of customizations to their own Crunchwrap Supreme purchase for free via the Taco Bell app for a limited time*.
All TBX assets can be found here.
Irvine, Calif. (October 16, 2024) – Taco Bell’s back of house just got bigger and the Crunchwrap Supreme now has three flavor-packed new takes, incorporating eight new ingredients and flavors[RM1] [CJ2] [CJ3] [HR4] . After months of trial, error and innovation, Taco Bell is previewing three entirely new interpretations of its iconic Crunchwrap Supreme that feature unexpected ingredients like fiery hot chicken, and bold Thai-inspired and Indian-spiced flavors. Crafted by the brand’s inaugural TBX chef partners in collaboration with the Taco Bell Test Kitchen, these innovations are the first items to debut from the TBX program, launched earlier this year to bring fresh perspectives from emerging culinary talent into the Taco Bell Test Kitchen and offer fans entirely new ways to experience their Taco Bell favorites.
Following a complimentary, multi-day tasting preview in New York City on October 16 – 17, Taco Bell will further test the TBX crafted Crunchwrap Supremes to inform potential future availability in 2025. However, fans don’t have to wait to celebrate the spirit of TBX for themselves – for a limited time, Taco Bell is offering its Rewards Members up to $3 worth of free customizations so fans across the country can craft their own dream Crunchwrap Supreme.
Taking the Crunchwrap Supreme to New Heights
The Crunchwrap Supreme has been a fan favorite since its debut in 2005, beloved for its innovative hexagonal design and delicious combination of seasoned beef, nacho cheese sauce, lettuce, tomatoes, reduced-fat sour cream, and tostada shell wrapped in a warm flour tortilla. This year, three best-in-class powerhouse chefs Reuben Asaram, Jennifer Hwa Dobbertin and Lawrence “LT” Smith have taken it to new heights, bringing their own creative culinary perspectives to remix Taco Bell’s iconic menu item and deliver “a whole new kind of thing.”
Chef Reuben’s Indian Buffet Crunchwrap Supreme:
This innovation puts flavors from Chef Reuben’s childhood front and center, featuring marinated, slow-roasted chicken tossed in a creamy tomato curry paired with Mexican-spiced rice. This craveable combination is layered with cucumber mint sauce for a burst of flavor, Taco Bell’s classic crunchy corn tostada, fresh lettuce, and bright pico de gallo. For a vegetarian** twist, fans can swap crispy potato bites, certified vegetarian by the American Vegetarian Association, as their protein of choice.
Chef Jenn’s Crispy Thai Noodle Crunchwrap Supreme:
Taking inspiration from her Asian roots, Chef Jenn’s Crunchwrap Supreme features marinated grilled chicken tossed with a khao soi aioli and is paired with a crunchy wheat noodle nest to bring the item’s signature crunch. Jenn finishes off her creation with cool reduced fat sour cream, fresh onions and cilantro, plus an avocado basil ranch to add that South Texas twist to her Thai-inspired take.
Chef LT’s Southwest Hot CHX Crunchwrap Supreme:
Inspired by memories of flavorful family gatherings, Chef LT’s Crunchwrap puts a modern, Southwest spin on the classic chicken nugget. His creation features nuggets tossed in salsa macha, Oaxaca-style mozzarella and Monterey Jack cheeses, a bright purple cabbage slaw, cilantro, apricot hot sauce and cool reduced fat sour cream to create a perfect balance of heat and craveability..
“We’ve long tried to push the boundaries of what culinary creativity can mean and our collaboration with these leading chefs allows us to honor different culinary traditions while creating bold, new bites that are distinctly Taco Bell,” shared Taco Bell Global Chief Food Innovation Officer, Liz Matthews. “Our mantra for TBX has been ‘Our thing + their thing = a whole new kind of thing’ and we’re so excited to share these reimagined Crunchwrap Supremes with fans.”
Where to Taste These one-of-a-kind Crunchwrap Supremes are now available to fans over an exclusive two-day New York City preview. The TBX food truck will pop up in Williamsburg on October 16 and Washington Square Park on October 17 for fans to taste, snap a pic and experience these reimagined Crunchwrap Supremes firsthand!
Locations:
October 16: Williamsburg, NYC – 160 N 6th St, Brooklyn, NY 11249
Time: 12:00 PM – 7:00 PM (While supplies last)
October 17: Washington Square Park, NYC – 14 Washington Square N, New York, NY 10011
Time: 12:00 PM – 7:00 PM (While supplies last)
TBX chefs understand that the most delicious dishes are born from extensive research, trial and error—just like Taco Bell’s fan-favorite menu items, which can take up to 13 years to perfect and are tested based on fan feedback. This exclusive preview is crucial to that development journey, as fan cravings and feedback will inform future availability in 2025.
Free Crunchwrap Customization However, fans don’t have to wait to get a taste of the spirit of TBX for themselves! For a limited time, Taco Bell Rewards Members across the country can be their own TBX chef and put their own creative twist on the Crunchwrap Supreme by adding $3 worth of their favorite ingredients and customizations for free to their order via the Taco Bell app. This customization opportunity gives fans a taste of the creative process that goes into developing Taco Bell’s beloved dishes, just like the TBX chefs experienced!
While fans get creative, stay tuned for more details on the future availability of the reimagined TBX Crunchwrap Supremes. Until then, check out an all-new content series about TBX on Taco Bell’s YouTube channel.
About TBX
TBX is a new program from Taco Bell designed to spotlight and support emerging culinary talent, offering participating chefs free Taco Bell, limited edition merch and the opportunity to co-create menu items. The program aims to bring a wider range of flavors and cultural exploration to Taco Bell’s offerings, allowing chefs to showcase their unique perspectives through co-created menu items. Aspiring TBX chefs can apply at www.tacobell.com/tbx.
About Taco Bell Corp.
For more than 61 years, Taco Bell has brought innovative, craveable Mexican-inspired food to the masses, and was recently recognized as one of TIME’s Most Influential Companies, one of Fast Company’s World’s Most Innovative Companies and Nation’s Restaurant News’ Brand Icon. For more information about Taco Bell, visit our website at www.TacoBell.com, our Newsroom at www.TacoBell.com/news, or check out www.TacoBell.com/popular-links. You can also stay up to date on all things Taco Bell by following us on LinkedIn, TikTok, X (formerly Twitter), Instagram, Facebook and by subscribing to our YouTube channel.
* Taco Bell Rewards Members who purchase one a la carte Crunchwrap Supreme can receive up to $3 off on customizations to that Crunchwrap Supreme from 10/15/2024 until 11:59pm 10/21/2024. Redeemable only via the App at participating U.S. Taco Bell® locations, while supplies last. Not available for delivery orders, unless placed directly on the Taco Bell app. All applicable delivery fees, taxes, tips still apply. Must be a registered user in the Taco Bell Rewards program. Free Customization (up to $3) Reward is valid for one-time use on a qualified purchase and is non-transferable and cannot be combined with any other offer. Check your local Taco Bell store for availability. No cash value, neither cash nor credit will be given for any unused amount, and any unused balance will be forfeited. Rewards Members responsible for paying any amount associated with customizations that exceed $3 and any other fees associated with the order. Additional exclusions, terms and conditions apply: ta.co/terms.
** American Vegetarian Association certified Vegetarian food items, are lacto-ovo, allowing consumption of dairy and eggs but not animal byproducts. We may use the same frying oil to prepare menu items that could contain meat. Vegetarian and meat ingredients are handled in common, and cross contact may occur, which may not be acceptable to certain types of vegetarian diets. Neither Taco Bell®, our employees, nor our franchisees nor the AVA assume any responsibility for such cross contact.