Taco Bell kids meals are to be discontinued beginning this month. The company says the meals and toys that come with them aren't contributing much to sales.
The fast food chain said in a statement that they wish to abolish the kids meals throughout all their stores in North America by January.
Their CEO, Gregg Creed said: "Pioneering this change on our menu is a bold move for our industry, and it makes sense for Taco Bell."
Creed said in an interview that Taco Bell kids meals make up less than half a percent of their national sales.
It is clear that the chain wishes to target the 20 to 30 year old market as it enjoys the success Doritos-flavored tacos have bought them.
It seems that Taco Bell are not comfortable with the image the kids' meals bring to company as they try to steer themselves to a more edgy brand recognition.
Creed also said: "We're trying to be this Millennial edgy brand, and having a kid's meal was inconsistent."
The fact that the meals themselves offer lower profit margins, and are labor intensive as they are hard to prepare and organize, means that Taco Bell is better off concentrating its efforts on the more successful items on their menu.
The step to discontinue the Taco Bell kids meals has been welcomed by some. Back in 2011, San Francisco banned fast-food outlets from including kids toys in meals, claiming that they encourage parents to buy the often calorie stuffed meals in order to get the toy.
Are you a fan of Taco Bell? Do you like their kids' meals? What about their Doritos-flavored tacos? Are you pleased with the move by them to abolish the fattening kids' meals or would you like to see them on the menu? Let us know your thoughts in the comments feed below.