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Introducing This Season’s Most Valuable Taco — the New Old El Paso™ Cinnamon Toast Crunch™ Dessert Taco Shells

Fans should act fast to score limited-edition boxes of these Cinnadust™ blasted shells featuring football greats JJ Watt and Justin Jefferson.


This playoff season, legends are coming together on and off the field with the launch of new Old El Paso™ Cinnamon Toast Crunch™ Dessert Taco Shells. These Stand ‘N Stuff™ dessert shells feature the crunch fans love from Old El Paso, now blasted with Cinnamon Toast Crunch’s iconic Cinnadust™ for an unbeatable treat.

This winning flavor combination is bringing together fans everywhere — including taco-lover and defensive legend JJ Watt and offensive star and breakfast stan Justin Jefferson — to celebrate the season’s Most Valuable Taco. JJ is a lifelong fan of taco nights with Old El Paso and Justin loves to start his mornings with Cinnamon Toast Crunch. Now, the two are teaming up so they can enjoy the best of both worlds thanks to this hall-of-fame-worthy dessert, sure to score big with fans.

“We love adding unexpected flavor combinations to our roster, and this collaboration between Cinnamon Toast Crunch and Old El Paso pairs the most valuable players from the cereal and taco game for a one-of-a-kind format that gives taco night the sweet touchdown it deserves,” said Jenny Jonker, Old El Paso Brand Experience Manager. “The Most Valuable Taco is coming off the bench to help cereal and taco fans alike indulge in the beloved tastes and textures they count on from General Mills.”

Just in time for the Big Game, fans can find Old El Paso™ Cinnamon Toast Crunch™ Dessert Taco Shells in limited-edition boxes featuring JJ and Justin exclusively on starting February 7 for $3.18 while supplies last. The dessert taco shells will also be available for a limited time at retailers nationwide starting in March.

To extend the new product buzz right up until game day, Old El Paso and Cinnamon Toast Crunch are also showing up for the most highly anticipated showdown of the year and celebrating the elite players of the season by releasing a giant taco trophy that will “appear” in Vegas during the first week of February, popping up at the iconic “Welcome to Fabulous Las Vegas” sign to excite fans for the upcoming gameday and highlight the new product launch.

Follow Old El Paso on Instagram and TikTok and Cinnamon Toast Crunch on Instagram and TikTok to join the fun as Old El Paso™ Cinnamon Toast Crunch™ Dessert Taco Shells become the Most Valuable Taco.


About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to drive shareholder value by boldly building its brands, relentlessly innovating, unleashing its scale and standing for good. Its portfolio of beloved brands includes household names such as Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2023 net sales of U.S. $20.1 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1.0 billion.

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