The Miami, Florida-based Fast food restaurant operator Burger King Corp. (BKC), on Monday morning, said it has introduced a new nutritionally balanced Kids Meal as part of its BK Positive Steps Nutrition Program. The Kids Meal consists of BK Fresh Apple Fries with fat caramel dipping sauce, KRAFT Macaroni & Cheese and HERSHEY'S 1% Low Fat White Milk. Starting June 30, the Kids Meal will be available in the U.S. as a permanent menu item for a suggested retail price of $3.49.
The introduction of the new Kids Meal highlights Burger King's commitment to introduce innovative food products with nutritional value as a part of its BK Positive Steps nutrition program. Burger King will also sponsor the summer's hottest concert series, the Jonas Brothers' "Burning Up Tour," targeting to grow its BK Fresh Apple Fries.
The new Kids Meal includes a 4-ounce serving of KRAFT Macaroni & Cheese, a 2-ounce serving of BK Fresh Apple Fries with low-fat caramel dipping sauce, and a 8-ounce serving of HERSHEY'S 1% Low Fat White Milk.
The Kids Meal satisfies parents' demands for nutrition and convenience and kids' appetites for fun and great-tasting food. The meal provides a total of 350 calories with less than 25% of calories from fat and 9% from saturated fat. It also provides servings from three unique food groups in USDA's MyPyramid: Milk, Grains and Fruit.
As a part of its marketing and advertising support for the new Kids Meal, Burger King will distribute free samples of BK Fresh Apple Fries in select markets across the country starting in July. Starting July 7, Burger King will also provide, in conjunction with the DVD release of the newest Pokémon movie, one toy of a series of 12 Pokémon toys within the Kids Meals.
Additionally, the launch of the new Kids Meal is supported by a large-scale marketing campaign, including in-restaurant merchandising and a series of television advertising spots, with the first two starting July 7 and July 21. The company will offer samples of its new BK Fresh Apple Fries to some of its fans, and also contemplates giving away tickets and offering some lucky fans meet-and-greets with the hot superstar rockers.
Commenting on the new introduction, president, global strategy, marketing and innovation, Russ Klein said, "Burger King Corp. has been taking positive steps in the nutrition arena for some time, initially as the only restaurant in the industry to offer a veggie burger and now with a new Kids Meal that boasts an exceptional nutrition profile. The BK Positive Steps nutrition program formalizes our nutrition efforts and demonstrates our commitment to evaluating, step by step, ways to help customers live and eat better."
The BK Positive Steps nutrition program focuses its advertising, aimed at children under-12, to products that promote healthy dietary choices and lifestyles. The Council of Better Business Bureaus or CBBB has approved its advertising commitment as being consistent with the core principles set out in the Children's Food and Beverage Advertising Initiative.
Burger King joined the initiative with 11 other companies that have taken the pledge: Cadbury Adams, USA, LLC; Campbell Soup Company, The Coca-Cola Company, General Mills, Inc.; The Hershey Company, Kellogg Company, Kraft Foods Inc., Mars, Inc.; McDonald's USA, LLC, PepsiCo, Inc. and Unilever United States.
As a part of the positive steps, Burger King also provides servings from three unique food groups in USDA's MyPyramid: Milk, Grains and Fruit. Burger King will promote MyPyramid messages in nutrition marketing and education materials to kids, moms and other nutritional gatekeepers.
The company had previously stated that by December 2008 the food and beverage products it advertises to children under 12 years old will adhere to a strict set of Nutrition Guidelines that provide no more than 560 calories per meal; less than 30% of calories from fat; less than 10% of calories from saturated fat; no added trans fats and no more than 10% of calories from added sugars. Burger King said these nutritional standards are based on the Dietary Guidelines for Americans 2005 and other dietary recommendations.
In Monday's regular trading session, BKC is trading at $26.50, down $0.43 or 1.60% on a volume of 34,600 shares. In the past 52-week period, the stock has been trading in a range of $21.60 to $30.75.
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