Taco Bell is collecting loyalty members’ input for its sauce packet redesign

Members of the Taco Bell Rewards program can choose new spicy sauce sayings for a 2024 rollout by voting on the current selections.

Members of the Taco Bell Rewards program can choose new spicy sauce sayings for a 2024 rollout by voting on the current selections.

Taco Bell is one of the few brands successfully utilizing the creative economy. The company has just announced it would revamp its distinctive spicy sauce packets in 2024 and is looking for public feedback on what sayings should appear on the new packaging.

The new hot sauce sayings will be chosen via a public poll open to Taco Bell Rewards members from now until July 23. There are three new sayings available for each of the five types of hot sauce packets (mild, hot, fire, Diablo, and morning), and the most popular ones will be revealed on July 24 and implemented in the redesign.

In 1962, Taco Bell debuted their now-iconic sauces in plastic cups, offering both red chili and green chili. The sauce packets and peel-off lid cups were both created by the company in the 1970s. You can find different phrases like “You’re cute!” and “Current Mood: __” on each of the five different sauces available today. The catchphrases have been around since 2004 and have even spawned a line of merchandise in their own right.

“Taco Bell is no stranger to giving fans the ability and power to impact our brand,” said Taylor Montgomery, U.S. chief marketing officer. We are aware of the significance of these hot sauce menu items packets in many individuals’ lives. One of the best ways to build loyalty to a business is to provide its most devoted customers with a chance to make their stamp on the company’s past.

Taco Bell has frequently solicited customer feedback in the past, so this is not an unprecedented move. For example, the company has held fan voting contests for new menu items in the fall of 2017 and the spring of 2018. More than 765,000 votes were cast in the fall contest between the Enchirito and the Double Decker Taco, with the former coming out on top.

Fans of Taco Bell’s Volcano Menu and Mexican Pizza were able to bring them back via online petitions and social media. Fourth-quarter comparable sales were up 11% thanks in part to the popularity of Mexican pizza.

These sayings are in the running to be on the new 2024 sauce:


  • What’s your @ 
  • All love here.
  • Great, good, okay. 


  • It’s a secret.
  • Why not?
  • First things first. 


  • On the count of three.
  • Don’t think, just do. 
  • Entering my ___ era. 


  • Yes, and… 
  • If you won’t, I will. 
  • Immediately, No. 


  • Morning person. 
  • I support it. 
  • Rooting for you. 

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