Taco Bell is testing a new taco featuring a shell made from nacho cheese-flavored Doritos, a product that is quickly becoming a media star as the chain’s parent company hints of plans to “reinvent the taco” next year.

In a third-quarter call to analysts this week, Yum! Brands Inc. chairman and chief executive David Novak said the company is focusing efforts on turning around disappointing sales at Taco Bell, the company’s largest and most profitable chain in the United States.

Novak promised “market-tested, category-breakthrough innovation” to re-energize the Taco Bell brand by the end of the first quarter next year.

Company officials were shy to confirm whether the new Doritos Locos Taco is part of that so-called innovation.

“We’re excited about the positive consumer response to Doritos Locos Tacos, which is currently in test markets in Bakersfield, Fresno and Toledo,” said Rob Poetsch, a spokesman for the chain. “It’s highly innovative because it combines two classic favorites that people love. When we know it’s perfect, we’ll bring it to market.”

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