In November, it was revealed that Dallas/Fort Worth-area Taco Bells had secretly cut their product's sodium content by 23%. No one noticed. The fast food chain, emboldened by the results of this pilot, now plans to go further, CEO Greg Creed announced. By the end of 2011, Taco Bell will have reduced sodium across the board by 33%. Creed says this amounts to "1.5 million pounds less sodium per year."
This move comes on the heels of similar announcements from several of Taco Bell's competitors. Subway revealed a planned 28% sodium reduction in some sandwiches in April. And Pepsi CEO Indra Nooyi has been touting a 25% cut at Frito-Lays to everyone who will listen. But Taco Bell's sodium reduction is larger than most. If they meet their goal, they will beat even the 25% five-year reduction target set by Mayor Bloomberg for New York restaurants.