KANSAS CITY — Yum! Brands subsidiary Taco Bell is using menu innovation as a primary driver for sales growth.

The company, which generated a record-high $1 billion in profit in 2024, is aiming to double its number of menu introductions between 2024 and 2025.

“What we learned is when we launch new products, new menu innovation, every four to five weeks, we can consistently beat the category,” said Taylor Montgomery, chief marketing officer for Taco Bell, at an investor event on March 4. “We’re going to launch two times the amount of innovation in 2025 than we did in 2024. That includes new platforms, that includes LTOs (limited-time offerings).”

Such introductions in 2024 included the brand’s first chicken nugget offering, which debuted in December. The product is formulated from chicken meat, which is marinated in a jalapeño buttermilk flavor, and breaded using a blend of breadcrumbs and tortilla chips.

“In a world dominated by chicken cravings, it was time to show the world how Taco Bell does chicken nuggets — unexpected and undeniably bold,” Montgomery said. “The crispy chicken nuggets deliver a crispier, more flavorful nugget experience, and combined with the Hidden Valley fire ranch sauce, we hope it will test people’s devotion to their favorite nuggets.”

The company also aimed to reinvigorate its chicken focused offerings with its Cantina Chicken menu that launched in 2024. Taco Bell’s Cantina Chicken products feature chicken mixed with ingredients like shredded purple cabbage, white corn tortilla shells and pico de gallo. The menu included a crispy taco variety, quesadilla, soft taco, burrito and bowl.

“This Cantina Chicken menu has been a labor of love and we've worked tirelessly to ensure we landed on the best slow-roasted chicken recipe and selected the finest supporting ingredients to maximize craveability," said Liz Matthews, global chief food innovation officer. "We knew our fans wanted more chicken, and we also knew that we could elevate chicken with unexpected ingredients."

In 2025, Taco Bell’s innovations have included limited-time birthday cake churros. Developed in collaboration with Milk Bar, the dessert combines a churro format with a birthday cake frosting filling and a topping of pink sprinkles.

“We love partnerships that play with form and flavor, which is exactly what we’ve done with this extra-celebratory take on the churro,” Matthews said.