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At Taco Bell, It's Not 'Meat,' It's 'Protein'

At Taco Bell, It's Not 'Meat,' It's 'Protein'
Photograph by David Paul Morris/Bloomberg

After all the pink slime and horse meat fiascoes consumers have endured recently, the word “meat” just isn’t working up the appetite like it used to. One euphemism you might see more of at lunchtime: “protein.”

On July 25, Taco Bell will start testing a new “Power Protein” menu in Ohio aimed at health-conscious consumers. It will include items with more than 20 grams of protein and less than 450 calories per serving, such as a burrito and a bowl, both served with a double portion of chicken or steak. The menu is already being tested under the name “Fresco Power” in Southern California.