Taco Bell’s Doritos Locos Tacos, made with a nacho cheese-flavored Doritos shell, have been a hit. A huge hit.

In fact, more than 100 million of them were gobbled up in the first 10 weeks after they were introduced, making them the most successful product launch in Taco Bell’s 50-year history.

In touting that 100 million number, Taco Bell pointed out McDonald’s didn’t sell its 100 millionth burger until 1958 — 18 years after the first McDonald’s burger stand opened, and three years after Ray Kroc opened the first McDonald’s franchise.

The Doritos Locos Taco was reportedly born when Greg Creed, the President and CEO of Taco Bell Corp., asked his research team to create the “industry’s next big thing.” When they came up with the DLT, as it’s called by fans, Creed knew they’d struck gold.

“It was an idea so simple and brilliant … a flavor pairing just waiting to happen,” he said, adding that more flavored Doritos shells, including a Cool Ranch version, are on the way.

[Time]