Burger King fries launching in retail

by FoodBusinessNews.net Staff
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MIAMI — Burger King Corp. and ConAgra Foods Lamb Weston have entered a licensing agreement to introduce a line of retail microwaveable Burger King branded french fries.

The first product to roll out will be King Krinkz, which are seasoned crinkle-cut fries, followed by King Kolossalz, extra-large fries, and King Wedges, seasoned potato wedges.

"The licensing deal, brokered by Broadstreet Licensing Group, gives Burger King Corp. the ability to take our ‘Have It Your Way’ brand promise beyond our restaurants and engage customers in a new way," said John Schaufelberger, senior vice-president of global product marketing and innovation for Burger King, Corp. "The innovative and portable design of the packaging makes these fries perfect for an on-the-go snack."

The products will come in 4.5-oz boxes, and the price point will vary among retailers.

"Burger King Corp.’s tremendous brand strength and reputation for great-tasting french fries gives this new line of King retail fries a head start in the marketplace," said Sharon Miller, vice-president of retail sales for ConAgra Foods Lamb Weston. "Now consumers can enjoy King-fries at home, in an easy-to-prepare, microwavable format that’s perfect for today’s busy families."

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