Former Hyde Park resident and FDR High School and Culinary Institute of America graduate Reuben Asaram has been selected to take part in Taco Bell's latest chef collaboration, which is setting out to deliver a new twist on the iconic Crunchwrap Supreme.

Chef Reuben Asaram Selected By Taco Bell for New Collaborative Project

Chef Reuben Asaram has been referred to as the "Willy Wonka of Tacos." No, his tacos aren't stuff with chocolate, rather, he likes to make crazy colors and flavors using natural Asian (mainly Indian) and Mexican ingredients. Born in India and raised in New York, Chef Reuben’s passion for food was nurtured by the values instilled in him by his family. His grandfather taught him that food is more than sustenance; it’s a vehicle for sparking conversations, bringing diverse people together, and fostering an appreciation for different cultures.

Chef Reuben honed his culinary skills at The Culinary Institute of America in Hyde Park and later enhanced his experience at a Michelin Star Restaurant. His journey took a fortuitous turn when he moved to Philadelphia for new culinary opportunities. Another stroke of fate led him to travel across Mexico, staying with a close friend’s family. There, he realized the truth of his grandfather’s teachings: conversations around food go beyond mere flavors and ingredients.

With a profound respect for and love of global cuisines, Chef Reuben’s unique dishes are a creative fusion of non-traditional flavor pairings, offering a harmonious and sensory-rich dining experience.

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Chef Reuben Joins Taco Bell's TBX Collaboration Program

TBX is a newly launched program that supports and connects emerging culinary talent from around the nation, opening the door for chefs to co-create and take tacos to new places through their own cultural exploration. Three headliner chefs have been selected to lead the inaugural TBX program: Jennifer Hwa Dobbertin, Reuben Asaram and Lawrence Smith will reimagine the iconic Crunchwrap Supreme in partnership with chefs from the Taco Bell Test Kitchen. Taco Bell fans will be able to experience the remixed Crunchwrap Supreme creations this year at select locations for a limited time.


“Our goal with the TBX program is to both shine a light on incredible culinary talent, as well as bring a wider range of flavors, cuisine and inspiration to Taco Bell’s menu,” said Taco Bell Global Chief Food Innovation Officer, Liz Matthews. “It’s no secret that fans hack the Crunchwrap Supreme recipe more than any other Taco Bell menu item—it’s a beloved product that inspires the same innovation it was developed with. To say we are excited to see how these chefs will remix the Crunchwrap Supreme in the months to come is an understatement.”

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