Taco Bell has unveiled its latest breakthrough: the Potaco, a taco shell made from crispily fried hash browns. According to Brand Eating, the shell of the Potaco is made from potatoes and Mexican spices and looks like a folded hash brown. It is used as the shell for a vegetarian taco, which includes lettuce, fiesta salsa, cheese, and signature sauces.
The Potaco is only available in India for now, though it is likely the new shell will make its way stateside. The Potaco is not Taco Bell’s first foray into the land of potatoes, as the company launched the nacho fries earlier this year. The fries were kept ‘authentic’ by added a secret ‘Mexican’ seasoning, which tasters noted recalled "cumin, chili powder, paprika, and maybe some oregano, garlic, or onion powder." The fries, which come with melted cheese, have been a big hit.
To launch the Potaco, Taco Bell recruited the Ogilvy Delhi ad agency, which hired Indian comedian Tanmay Bhat, who appears in the commercial for the Potaco, pitching the product to investors, who love the idea.
According to Sidharth Shukla, Vice-President, and Head of Digital, Ogilvy Delhi, “Getting the opportunity to launch another innovative product such as the Crispy Potaco for Taco Bell India was truly awesome. Everyone was geared up, all set to break previous milestones that we had established on both the creative and the business front. And for a product variety that we eat so much of, but barely give it a second thought.
“Both the teams along with Tanmay knew we had a solid, fertile brief to play with and that's exactly what we did, played and had fun! With the result of some great creative work to show for it.”
Instagrammer Food Talk India says "There are two kinds of people in the world: ones who love potato, and ones who LOVE POTATO! Needless to say, we're the latter, which is why @tacobellindia's all-new Crispy Potaco is basically what dreams are made of - a taco made of potato! Drooling?"