Philadelphia Chef Reuben Asaram Joins Taco Bell’s New Collab Program “TBX”

Taco Bell’s back of the house just got a whole lot bigger! During the brand’s inaugural Live Más LIVE event on Friday in Las Vegas, Taco Bell’s Global Chief Food Innovation Officer, Liz Matthews, announced the launch of TBX, the all-new chef-centric collaboration program. 

The program supports and connects emerging culinary talents nationwide. It provides participating chefs free meals, limited-edition merchandise, and the opportunity to co-create menu items. 

Taco Bell is kicking off the program with an extended partnership with Philadelphia’s very own Reuben Asaram. Selected for individual creativity, unique culinary point of view, and longtime love of all things Taco Bell, Reuben Asaram, in partnership with chefs from the Taco Bell Test Kitchen, will remix one of the brand’s most hack-able and iconic menu items, the Crunchwrap Supreme, debuting later this year in select markets. 

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Reuben Asaram, the owner of the creative pop-up concept Reuby, was selected as one of the three founding members of the TBX program. At his colorful concept, Reuby, Reuben seamlessly blends Mexican and Indian flavors to create a truly unique culinary experience. Reuben is the perfect candidate to put his own spin on the Crunchwrap Supreme.

Later this year, Taco Bell will share details on how, when, and where fans can taste these remixed Crunchwrap Supremes innovations. 

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