UPDATE: After further review of when this news was posted and reviewing taco calendars, we realize that the Doritos tacos are actually ALREADY ON SALE. Forgive the confusion, and commence freaking out.
We know you’ve been breathless with anticipation, wondering when Taco Bell would bring the hard shells made from Nacho Cheese Doritos to your local eatery, so it is with great pleasure that we report the Doritos Locos Tacos are rolling out at all Taco Bells across the country tonight at midnight. Start saving up stomach room.
Here at Consumerist, we’ve been fascinated by this unholy alliance since last April, following it from first sighting, to testing and through to official news of its impending introduction. And now, here we are.
The Associated Press (via OrgeonLive.com) shares the good news of the big debut at 5,600 locations, adding that a Doritos Cool Ranch taco shell is planned for fall. What! Yes. Doritos and Taco Bell are totally in love.
This isn’t any ordinary run-of-the-mill new product either, as parent company Yum Brands says they’re going to spend $75 million in advertising to get the word out about the Doritos Loco Tacos. That’s three times more than they usually spend, which means, serious business.
Taco Bell won’t discuss the details of their entanglement with Doritos, but it’s clear they’re pretty happy about shacking up.
“It’s kind of like the brand has its mojo back,” said Brian Niccol, Taco Bell’s chief marketing and innovation officer. “We’re doing what we really do best, which is first innovation.”
Also, good at feeding people late at night who may or may not be drunk and attempting to walk through the drive-thru. Hypothetically speaking.