To Creed, the partnership between Taco Bell and Frito-Lay is more than a one-off collaboration. Like Android is to Google or iOS is to Apple, Doritos-based flavors represent a whole new framework for Taco Bell to build on. “It’s not just a product; it’s now a platform—Nacho Cheese, Cool Ranch, Flamas,” Creed beams. “We’re going to blow everyone away in the next few years in terms of how big this idea and platform will become.”