Taco Bell Hopes Wraps Will Really Take Off

What new menu item does Irvine-based Taco Bell have under wraps?

It’s wraps, a cross between a sandwich and a tortilla, and it apparently will be on the Mexican-style fast-food chain’s menu shortly after the first of the year. Brandweek, a weekly marketing newsletter, reports that Taco Bell is readying Border Wraps, “a line of grilled chicken, steak and vegetable entries served in tortilla bundles.”

Wraps--also called wrapps and wrappers--are designed mainly for younger diners who like to eat on the run. Restaurant industry observers have suggested that wraps would fit in well with Taco Bell’s search for quality menu items with a slightly higher price.

“I think wraps would be a natural for Taco Bell,” said Ron Paul, president of Technomic Inc., a Chicago-based consulting firm.

The Brandweek report suggests that Taco Bell’s wraps will sell for $2.49.