Protein – Not Meat: Taco Bell To Rebrand Beef, Chicken on Menu

Taco Bell will launch a new campaign next month to test a menu that will rebrand its meat as "protein."

Starting July 25, Taco Bell locations in Dayton, Ohio, will test the new "Power Protein" menu, which features four new steak and chicken entrees, the fast food chain announced on its website last week.

The "Power Protein" menu's goal is to provide healthier options, Taco Bell said. All of the items contain more than 20 grams of protein and less than 450 calories. The same offerings are already being marketing in Southern California under the name "Fresco Power."

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But the campaign may also be an effort to ease the discomfort consumers felt after a 2011 lawsuit accused the fast-food chain of using mysterious fillers instead of actual beef.

The word "meat" generally has a negative connotation, according to data from Infegy, a company that analyzes user-generated blog, social media, and online content. An Ingefy report shows that 43 percent of conversations about "meat" over the last six months were negative and often included such words as "bad," "concerns," and "problem," Businessweek reported.

Indeed, the "Power Protein" menu is already raising a few eyebrows.

Taco Bell is calling it's meat "Power Protein" now. That's uh. Kinda. Huh.

— Daniel Bonilla (@danny4peeps) June 25, 2013

Wow, Taco Bell is rebranding its meat at some locations as "protein" Makes you wonder why they don't use real beef. http://t.co/qQ94h3syFk

— Michael Jermann (@DW_MikeJermann) June 25, 2013

Taco Bell rebrands it's 'taco meat fillings' as 'power protein'. Guess they just really didn't want me to eat there ever again.

— Sean McNab (@BlackHatWriter) June 25, 2013

Taco Bell is now labeling some meat Protein. I guess that is better than Pink Slime. They also label meet in dog food as protein too. Eat Up

— M_Skladany (@MyAnnoyingDad) June 25, 2013

 
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