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TACO BELL® TO HELP CINCO DE MAYO RECLAIM “GUACAMOLE CHAMP” TITLE

Irvine, Calif., May 1, 2007 – We all know there is a huge fight this weekend, but did you think it centered on guacamole? In battle for guacamole supremacy, we have Cinco de Mayo facing off against July 4th, no holds barred for the “guacamole champ” title.

At various times each year, avocado commissions trumpet Cinco de Mayo, July 4th and the “Big Football Game in February” as the top three days the most guacamole is consumed. In 2006, Cinco de Mayo (88.5) and July 4th (87.0) were separated by just 1.5 million pounds of avocados. But for 2007, Taco Bell is doing its part to make Cinco de Mayo the undisputed champion.

Taco Bell®, the nation’s largest Mexican quick service restaurant chain, historically uses more than 6 million pounds of Hass avocados to create its signature guacamole each year. With the introduction of two new Mexican-inspired creations in 2007, the Carne Asada Steak Grilled Taquitos and the 7-Layer Crunchwrap®, Taco Bell will serve more than double that amount of guacamole. In fact, Taco Bell will use 1.1 million pounds of avocados in just five weeks for its 7-Layer Crunchwrap® and by the end of this May, will use 2.7 million pounds of avocados, compared to 1.2 million over the same period last year.

So let’s fast forward to Cinco de Mayo 2007. First, it’s on a Saturday and there are some pretty big sporting events on the dial, including The Kentucky Derby and a big Vegas Boxing Title Fight. If Taco Bell increases how much guacamole it serves and guac maintains its featured party dip status, we will have an undisputed champion in Cinco de Mayo.

Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is based in Irvine, California and is the nation’s leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature Quesadillas, Grilled Stuft Burritos, nachos and other specialty items such as the Crunchwrap Supreme®, in addition to a wide variety of Big Bell Value Menu® items. Taco Bell serves more than 36.8 million customers each week in nearly 5,600 restaurants in the U.S. “Think Outside the Bun®” and visit www.tacobell.com.

Posted by Cynthia on May 1, 2007 6:44 PM




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