Media website Brand Eating may have cracked the case of Taco Bell’s mysterious Super Bowl menu debut.
An article on the site notes that California-based fast-food chain Taco Bell — a subsidiary of Louisville-based Yum! Brands — has been working on a new menu item, the Quesalupa, since 2014 and started testing it in Toledo, Ohio, locations in 2015.
A mix between a quesadilla and a chapula, the item looks like a slightly different hard-shell taco, if we’re being honest.
It contains melted pepper jack cheese, ground beef, lettuce, cheddar cheese, reduced-fat sour cream and tomatoes inside a flaky, crispy shell, according to Brand Eating. The Quesalupa will have a breakfast version as well.
Earlier this month, Taco Bell posted a heavily redacted news release teasing a new product that will debut in a 30-second commercial during the Super Bowl on Feb. 7. Brand Eating believes that item is the Quesalupa.
We’ll have to wait and see.
In related news, Taco Bell hired a new chief marketing officer. Marisa Thalberg, formerly the company’s chief brand engagement officer, was promoted to the position, which was vacated by Chris Brandt.
Brandt left Taco Bell to pursue other opportunities, the company said.
“With Chris’ departure, we are fortunate to have proven leadership in place to continue our great momentum,” Taco Bell CEO Brian Niccol said in a statement. “I’m confident that Marisa’s deep brand experience and unique background will allow us to continue our position as a brand [that] people passionately trust and champion.”
Thalberg joined Taco Bell just last summer after working for eight years at The Estée Lauder Cos.