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Taco Bell is doing away with it’s kids meals beginning this month with final sales in January 2014, in the U.S.

While the company insists that the kid’s meals won’t affect sales which is one reason they are stopping the sales. The decision comes at a critical time with most fast-food giants under increasing criticism and scrutiny from parents, health advocates and lawmakers to improve the nutrition of meals they serve to children by luring kids in with toys linked to Hollywood blockbuster movies.

Taco Bell is the first national fast-food chain to eliminate kids meals.

Taco Bell is owned by Yum Brands Inc. of Louisville, Ky., which also owns KFC and Pizza Hut.

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