Event Shifts From Brand Keynote to Streaming Format
Taco Bell is moving its third annual Live Más Live from a one-off showcase into a television-style program that will stream on NBCUniversal’s Peacock, signaling a broader pivot in how major consumer brands package product launches.
The chain’s global chief brand officer, Taylor Montgomery, framed the shift as part of a wider trend in which large brands increasingly operate like entertainment companies, using TV-style distribution and talent-driven formats to reach fans beyond traditional ads and social posts.
A Variety Show Built Around Menu News
This year’s event was staged as a Hollywood variety show and hosted by rapper Vince Staples. The lineup mixed product reveals with entertainment segments, including awards and a game-show style component. Appearances included performers and creators such as Benson Boone, Demi Lovato, Anderson .Paak and Lil Jon, alongside other guests.
NBCUniversal said the intent was to treat the program as a cultural moment rather than a corporate keynote, leaning into fan engagement instead of executive-led presentations. The approach contrasts with many brands that broadcast launch events primarily on owned platforms or YouTube in a more product-demo format.
2026 Menu Pipeline Focuses on Chicken and Desserts
Taco Bell used the event to preview a slate of menu changes for 2026 and to lock in at least one long-running fan favorite. The company said Nacho Fries will become a permanent menu item after years of limited releases and recurring consumer demand.
New product development highlighted two priority areas: chicken formats and dessert innovation. Taco Bell previewed “dusted” crispy chicken nuggets in multiple seasoning profiles, shifting flavor from dipping sauces to bold exterior coatings. It also expanded its Baja-inspired dessert push with a Mountain Dew Baja Midnight Pie featuring passionfruit and citrus notes, alongside a Crème Brulee Crunchwrap Slider built around a caramelized, cinnamon-sugar concept.
Additional items teased for the pipeline included Cheesy G Sliders, Mexican Pizza Empanadas, a Flamin’ Hot Mini Taco Salad and a Milk Bar Birthday Cake Empanada.
