Naked Egg Taco at Taco Bell

First there was the Naked Chicken Chalupa at Taco Bell, part of what the brand calls "shell innovation."

Now here comes, for a limited run, the Naked Egg Taco...Taco Bell's latest attempt to capture the highly coveted breakfast market. Much to McDonald's am all day success.

In the Naked Egg Taco, there is no shell...well, actually the shell is a fried egg.

Innovation? Not sure. But certainly clever and a fresh new take not only on breakfast but on tacos too.

And a great example of a brand keeping it fresh too.

What do you think? What's your experience? JIM