Taste test: Does this look like a giant bag of Taco Bell Hot sauce? It was supposed to, but it actually contained Taco Bell-branded tortilla chips based on that sauce. (If Fire's not your thing, they also have a version based on Taco Bell's Mild sauce.)
The chips had 1/6-circle shapes, with bubbly surfaces bearing a dark red color and lots of seasoning powder. The gold standard for very hot, red-colored tortilla chips is Takis Fuego, and this red color really didn't compare — it was sort of a dull red, not the on-fire red of Takis. I crunched in to find that the first few bites were decidedly lacking in fire, with a very mild taste. The heat did arrive in earnest after a delay, with a strong heat and a flavor that was well in line with the packets of Fire sauce. A cold beverage or some sour cream would work well with this — I used both. The heat lingered too, roaring back after taking a sip of juice to temper it for a while. It was strong heat and nice taste, but neither aspect was as impressive as those Takis.
Smell test: Smells like taco powder and hot peppers.
From the package: “Never a dull moment” ... “Introducing Taco Bell's new Fire tortilla chips. If you're not afraid to be bold, then I'm the one for you. I'm crispy, crunchy and full of fiery flavor that will rock your world. Simply put: I'm fire. Dare to dance with me?” ... “Packed exclusively for Taco Bell Corp., Irvine, CA 92618” ... “Product of Mexico”
Online store: Buy tortilla chips on Amazon
Company: Sugar Foods Corp.
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This snack was discovered by Jeremy at 7-Eleven. Review published .