Lengths were constructed the same way as the border light, only these lights were mounted vertically in the rear where the wings were.
32.
In May, after Border Lights had been on the market for barely more than two months, Taco Bell changed the brand's advertising agency.
33.
Martin said, adding that Taco Bell had sold $ 100 million worth of Border Lights items since March, when they were widely introduced.
34.
The Border Lights menu has fewer than half the fat grams of the chain's regular fare, the company said, and 20 percent fewer calories.
35.
Then came the Border Lights message, which seemed to be telling the same kids'parents they should go to Taco Bell for a healthful meal.
36.
Early word is that the Border Lights menu is receiving " the best consumer response of any product we've ever introduced, " she said.
37.
Border Lights will generate about $ 750 million in sales this year, but total sales probably won't be much above last year's, Taco Bell says.
38.
Taco Bell's strong brand image actually works against Border Lights, because it evokes images of food dripping with sour cream and cheddar cheese, Sieling said.
39.
Sales at the Taco Bell chain, however, which introduced the new " Border Lights " menu of lower-fat Mexican food, were up only 8 percent.
40.
"When the company introduced Border Lights, it lost some of its focus, and lost some of its core heavy consumers to McDonald's and Burger King,"
