Thu Mar 06 04:10:00 UTC 2025: ## Taco Bell Unveils Ambitious 2025 Plans at Live Más LIVE Event

**NEW YORK, March 4, 2025** – Taco Bell showcased its most innovative year yet at its second annual Live Más LIVE event in Brooklyn, revealing a slate of new menu items, collaborations, and brand experiences. Hosted by Ashley Park, the event offered attendees and online viewers an exclusive first look at the brand’s ambitious plans for 2025.

CEO Sean Tresvant announced a focus on expanding Taco Bell’s offerings, particularly in chicken and beverages, along with enhancing the overall customer experience. He highlighted the brand’s impressive growth, with over 340 new stores opening across 25 countries in 2024. Attendees received exclusive giveaways, while online viewers could access limited-edition merchandise through the Taco Bell app.

Chief Food Innovation Officer Liz Matthews unveiled exciting developments from the Taco Bell Test Kitchen, teasing new menu items and flavors. She emphasized the brand’s commitment to pushing culinary boundaries and creating unique dining experiences. Matthews also announced an exclusive opportunity for five Fire! Tier rewards members to visit the Test Kitchen in Irvine, California.

The event featured the announcement of TBX Season 2, a culinary collaboration program. This year’s focus is on carne asada, partnering with Bricia Lopez, a renowned Oaxacan cuisine expert. The success of last year’s TBX program, which included a Southwest Hot CHX Crunchwrap Supreme, was also highlighted.

The Live Más LIVE event also included the second annual Bell Awards, celebrating dedicated Taco Bell fans, and the introduction of Live Más Café, a beverage-focused restaurant concept featuring unique drinks. Further announcements included upcoming limited-edition merchandise collaborations and a sneak peek at the 2025 menu, featuring items like the Quesocrisp Taco and Flamin’ Hot® Burrito. The event concluded with an exclusive tasting of over 14 new innovations. Taco Bell’s commitment to innovation and fan engagement promises an exciting year ahead.

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