Taco Bell, Starbucks appeal to diet conscious eaters

Bruce Horovitz | USA TODAY

Even at the fast-food joint, nutrition matters.

Two of fast-food's biggest names — Starbucks and Taco Bell — on Tuesday separately announced nutritional moves aimed at luring consumers concerned about calories.

Starbucks announced plans to post calorie information for beverages on menu boards at all company-operated stores beginning June 25. And Taco Bell unveiled plans for a "Power Protein Menu" — entrees under 450 calories with more than 20 grams of protein — that it also will begin testing on June 25 at its locations in Dayton, Ohio. Taco Bell also will test two additional zero-calorie beverages.

The moves come at a time when Americans are demanding more healthful options, even as they eat out more often. Americans amass about a third of their calories from eating out — roughly twice as many as in the 1970s, says Margo Wootan, director of nutrition policy at the Center for Science in the Public Interest.

"When people didn't eat out as much, it didn't matter as much," says Wootan. "But nutrition now matters in a way it didn't in the past."

For Taco Bell, the Power Menu is the first product line where the key driver behind it is balanced nutrition, says Missy Schaaphok, nutritionist and product manager for the fast-food chain. The products include a Power Portein Chicken Burrito, with 400 calories and 24 grams of protein. And a Power Protein Chicken Bowl, with 270 calories and 23 grams of protein.

"They fill you up without weighing you down," she says. If the product test is a hit, the line will go national, she says, but Taco Bell isn't divulging when.

Taco Bell also says it will test two zero-calorie beverages in Dayton: SoBe Life Water Yumberry Pomegranate and Brisk No Calorie Peach Iced Green Tea.

Also Tuesday, Starbucks said beside posting calories for beverages on menu boards it will add calorie tags in pastry cases. Calories for its sandwiches and salads already are posted on the products in refrigerated cases.

Since 2% milk is the "standard" used to make Starbucks beverages, that's what the posted calorie counts will be based on, says spokeswoman Lisa Passe. Each beverage is fully customizable, she says, so consumers can save calories with non-fat milk or sugar-free syrup.

"Menu labeling is yet another step to extend our commitment to wellness," says Mary Wagner, senior vice president of global research and development at Starbucks.

Starbucks is not the first major chain to do post calories on menu boards — McDonald's, Panera Bread and Au Bon Pain already do — but it is still ahead of the curve, says Wootan.

The federal government plans to eventually mandate such calorie posting nationally, but the Food and Drug Administration's proposed regulation for menu labeling is not expected to take effect until the end of 2014, says Wootan.