Doritos Locos Taco Pioneer Dies of Cancer

Credited with idea for Taco Bell-Doritos hybrid dish

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Todd Mills, the man who pioneered an idea that presaged Taco Bell’s Doritos Locos Taco, died last week after a battle with brain cancer. He was 41, USA Today reports.

The Doritos Locos Taco is a Taco Bell dish famous for featuring a Doritos-flavored hard shell. Upon its creation, it instantly became an Internet sensation — thanks in part to an aggressive viral marketing campaign.

Mills, who died on Thanksgiving, first wrote a letter to Frito-Lay suggesting a Doritos-based taco in 2009, according to USA Today, but the company didn’t bite.

Instead of giving up the dream, Mills started a campaign on Facebook to help bring his creation to life. Taco Bell later took interest, designing the special snack and inviting Mills to a taste test. The company eventually green-lighted the epicurean curiosity, eventually making more than $1 billion on the Doritos Locos Taco.

“Our thoughts and sympathies are with Todd’s family during this time,” Taco Bell said in a statement.

[USA Today]

1 comments
CJ2
CJ2

Alex, why don't you report the real story.  That Taco Bell has been totally insensitive to Mr. Mills passing after he helped generate the idea and buzz of the new Locos Tacos.  And gave his family $1,000 and instead of YUM creating this opportunity to celebrate this man's life, put out a PR blitz that was totally disingenuous corporate insensitivity to the life of a man who left two kids and a wife dying way before his time.  There's the story!