Taco Bell has become the first QSR to offer menu items certified by the American Vegetarian Association.

The franchise currently has more than 6,000 restaurants across the US and a new vegetarian menu category that launched on October 1 provides easy, accessible vegetarian menu items without compromising on variety or taste.

The latest in Taco Bell’s Food for All journey that focuses on providing customers with choice, transparency and simplicity, the new AVAcertified menu takes it commitment to choice a step further meeting the evolving needs of vegetarians and flexitarians. With roughly a quarter of consumers eating more vegetarian now than in 2013, Taco Bell recognised the opportunity to make access to vegetarian options easier than before.

“At Taco Bell, vegetarians are not an afterthought. We sell more than 350 million vegetarian menu items each year, but until now haven’t been vocal about it,” said Brian Niccol, CEO, Taco Bell Corp.

“The recent launch of ta.co which makes customization easy made this the perfect time to move our vegetarian menu from the background to the forefront to further illustrate our commitment to delivering food that fits our customers’ evolving lifestyles.”