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Taco Bell Says Adios To Kids' Meals

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(Photo by Taco Bell via Facebook)
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Sorry, kiddos. Taco Bell is discontinuing its kids' meals and focusing on its older clientele.The Irvine-based company made the announcement today. "As we continue our journey of being a better, more relevant Taco Bell, kids' meals and toys simply no longer make sense for us to put resources behind," Greg Creed, chief executive officer of Taco Bell, said in a news release.

The chain will focus on its Doritos Los Tacos and Cantina Menu that are popular with teenagers and young adults.

In an interview with the Associated Press, Creed said that kids' meals accounted for less than half of 1 percent of Taco Bell's sales. The chain also hasn't dedicated national advertising to them for at least 12 years. "We're trying to be this Millennial edgy brand, and having a kid's meal was inconsistent," Creed said.

The kids' meal page on the Taco Bell website already has been taken down, the L.A. Times observes, and the meals will no longer be available by January.

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Kid-friendly items, such as the crunchy taco, soft taco, bean burrito, cinnamon twist and cheese roll-up will still be available to order individually, just don't expect any toys, as advertised in the 1995 commercial touting the new menu just for kids.

Ad Age points out that Jack In the Box got rid of its kids' meal two years ago, a move that pleased consumer-advocacy groups. At the time, The Center for Science in the Public Interest appealed to Taco Bell and other chains to do the same.

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