Taco Bell released a a statement earlier this month about a special new menu item…well kind of. There has been much speculation about this new product but little in the way of actual answers to the mystery. The online world has been blowing up social media because the press release from Taco Bell leaves you completely in the dark (with your mouth watering).

The comically redacted statement resembles a confidential government file to us regular folk not ‘in the know.’ BUT that doesn’t stop us from guessing. The current best guess is something called a “Quesalupa,” which resembles a chalupa but with more cheese, of course. According to @uscgmitch, this mysterious Quesalupa can be found only in Toledo:

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Adweek already announced that they are placing their bets on this new cheesy treat but no one knows for sure. The release of this Quesalupa could just be Taco Bells way of fueling the fire for it’s new “craveable food innovation.” Either way, Taco Bell is doing an incredible job of exciting taco fans everywhere.

In my opinion, mystery is just as powerful a force as comedy and strangeness in advertising. There have been over 20 posts this week about the Quesalupa itself and within the past 2 days there have been over 200 Taco Bell mentions.

Taco Bell is one of the kings of new product launches. I am sure we all remember the day that the Doritos Locos Taco was announced (I remember because my friend made me skip class just to go get one that day).