• by Todd Wasserman , Staff Writer, June 27, 2023

Taco Bell is reaching for ‘00s nostalgia to relaunch its Volcano Menu with ads starring one of the era’s top newsmakers, Paris Hilton.

The Volcano Menu, including the Volcano Taco, Volcano Burrito and Lava Sauce, is being reintroduced this summer thanks to fan interest. “From petitions, to recreating their own DIY alternatives from home, Taco Bell fans took to social advocating for the return,” the brand said in a statement.

The Volcano Menu was originally introduced in 1995 and developed a cult following. It was discontinued in 2013 after a five-year run, but returned in September 2015.

The menu will be available on June 29, but Taco Bell Rewards members get early access starting June 27.

To promote the entry, Taco Bell has introduced a new ad via Deutsch, starring Paris Hilton. In the ad, Hilton answers the phone for Taco Bell, saying “How may I turn up the heat for you today?”

Hilton, now 42, was the darling of tabloid newspaper coverage 20 years ago. As the ad states, Taco Bell has launched its first Hot Line at 1-844-THTS-HOT to hear prerecorded advice messages from Hilton.