Taco Bell will test a Vegan Crunchwrap in Hollywood beginning today, June 8

Taco Bell begins testing a Vegan Crunchwrap today, June 8 at one Southern California location in the heart of Hollywood.

The item features three new proprietary ingredients created by Taco Bell’s team in its Irvine headquarters, according to Missy Schaaphok, the chain’s director of global nutrition & sustainability, speaking at a preview at a new Taco Bell Cantina, where it will be served for a week or as long as supplies last.

“It’s the first-ever vegan curated menu item that we have from Taco Bell,” she said.

Those ingredients are vegan seasoned beef is made primarily from peas and soy, vegan nacho sauce and a cool vegan blanco sauce.

The price is the same as traditional Crunchwraps, which in Hollywood is $5.59.

The cantina is at 6741 Hollywood Blvd., in an ornate 1917 building a couple of blocks east of TCL Chinese Theatre. Nearby stars on the sidewalk include Walt Disney and Betty White.

Like many Hollywood movies, the protein in the Vegan Crunchwrap has spent a long time in development.

“It’s probably six years in the making,” Shaaphok said.

Taco Bell, however, has worked on other plant-based products, including a partnership with Beyond Meats called Beyond Carne Asada Steak that was tested in Dayton, Ohio in October.

Taco Bell tested a meatless version of its Naked Chicken Chalupa in 2021.

Taco Bell used a version of its proprietary plant-based protein in an item called the Crispy Melt Taco, which was tested last summer in in Birmingham, Ala., Shaaphok said.

Taco Bell frequently tests new items at several restaurants in one city. The approach is different with the Vegan Crunchwrap, which is also being tested at one restaurant each in New York City and Orlando, Fla.

“Those three cities were picked on purpose because they have a higher density of vegan population,” Shaaphok said. “Flavorwise, craveability-wise, we’re hoping it will cater to everyone.”

Also at the cantina, Taco Bell will be giving away surprise gifts from an upcoming merchandise collaboration to the first 250 people at the restaurant from 1-4 p.m. on June 13, while supplies last, according to a news release.

Information: tacobell.com