The History of Taco Bell’s Crunchwrap Supreme

Taco Bell’s Crunchwrap Supreme was first introduced as a limited-time menu offering in summer 2005 and was so popular with customers that it became the chain’s most successful product introduction of all time. The tagline for the release was: "Taco Bell classic taste made modern." People clamored for the item to return and in January 2006, Taco Bell added the Crunchwrap Supreme to the menu permanently. At the time, it cost just $1.89. The name Crunchwrap Supreme was chosen based on extensive consumer testing. Discarded name ideas included the Mexagon (a portmanteau of Mexico and hexagon), the Crunchilada, the Origami Tostada, and the Crunchwich. During testing, Taco Bell executives discovered that the texture of the dish was more important to consumers than the shape of it, so Crunchwich was a top contender, but testers suggested that Taco Bell use a moniker more suited to a Mexican-inspired restaurant rather than a sandwich shop. As a result, “-wich” was changed to “wrap” and the dish was rolled out under the name Crunchwrap Supreme. In addition to the original offering, Taco Bell has rolled out several breakfast versions and a vegetarian-friendly take on the popular menu item. Special editions, including the Triple Double Crunchwrap (Grande Crunchwrap) and the Big Cheez-It Crunchwrap Supreme have also been offered for limited runs over the years. Although it is one of the chain’s most unhealthy menu items, the Crunchwrap Supreme remains beloved by fans all over the country and there are even several copycat recipes online. In addition, many professional chefs have been inspired to make their own versions of the Crunchwrap Supreme. And indeed, even 20 years after its introduction to the world, the Crunchwrap Supreme remains one of Taco Bell’s most popular offerings.