Move over Big Tech, Taco Bell’s Innovation Gives Fans Something to Crush

In a ground breaking culinary alliance, Taco Bell and Cheez-It have joined forces to introduce a revolutionary food innovation: The Big Cheez-It Crunchwrap Supreme and the Big Cheez-It Tostada, a mouth-watering line up of cheezy creations that is sure to thrill fans everywhere. With these new menu items, the classic Cheez-It cracker gets an upgrade to a larger size – 16x larger to be exact, with a 1:1 crunch-to-cheez ratio. The latest models of the Big Cheez-It, soon-to-be-favourites, are exclusively available first to Taco Bell Rewards Members in the Taco Bell app starting May 30th ahead of nationwide availability on June 6th.

The Future is Here and it Tastes Like Cheez

The two industry titans first collaborated in 2022, testing out the Big Cheez-It Crunchwrap Supreme and the Big Cheez-It Tostada for a limited time at a single Taco Bell location in Irvine, CA. This trial run proved to be incredibly successful as fans made it clear that the Big Cheez-It menu items brought something new to the table, something bigger than ever before. Based on the overwhelmingly positive reaction, Taco Bell and Cheez-It knew it had to go BIGGER and CHEEZIER and take the menu items nationwide – sharing the very best of innovation with fans from coast to coast. Taco Bell announced this collaboration’s massive return at the brand’s first-ever Live Más LIVE event earlier this year.

Think 16x Bigger

Not every good innovation is built on a (silicon) chip...Some are built on the ultimate 16x cracker platform like the Big Cheez-It Tostada and others provide an unrivalled flavour matrix cheezy enough to power a Big Cheez-it Crunchwrap Supreme. Each menu item displays a supersized cracker – a Cheez-It cracker 16x larger in size than the original – developed specifically for these redesigned versions of the Crunchwrap Supreme and Tostada. Crafted with 100% real cheese and the familiar ridges fans adore, this colossal cracker serves as the canvas for Taco Bell's new menu items.

“This collaboration isn't just about bringing together two iconic brands; it's about taking the spirit of fan innovation to create something truly larger than life," said Liz Matthews, Taco Bell’s global chief food innovation Officer. "We're thrilled to launch this exciting partnership nationwide and offer fans a whole new way to experience the classic cheesy and crunchy flavours they love from Taco Bell and Cheez-It.”

"With The Big Cheez-It launch, we helped to usher in a new era of innovation for Taco Bell," said Matt Ian, co-chief officer at Deutsch LA. "Breaking the 16x barrier allows fans to Live Más on a whole other plane of deliciousness. It shows what happens when you truly Think Big. Take note, Big Tech.”

"Cheez-It has always been about more than just snacking – it's about elevating cheese to new heights for salty snack lovers with an obsession for cheese and an appetite for excitement," said Jessica Waller, general manager, Away From Home, Kellanova. "Teaming up with Taco Bell has been an incredible experience for Kellanova to bring the Cheez-It passion for cheesy flavour and fun into new culinary territories so that fans of both brands Want it. Need It. Cheez-It.”

The Big Cheez-It Crunchwrap Supreme and Big Cheez-It Tostada are available exclusively to Taco Bell Rewards Members in the Taco Bell app from May 30th through June 5th, and nationwide for all on June 6th for a limited time.