Burger King has just announced an agreement with ConAgra Foods Lamb Weston, who will introduce a retail line of microwaveable Burger King french fries. Dubbed King Krinkz, the fries are slated to hit shelves at Wal-Mart this fall. They are to be followed by King Kolossalz (extra-large fries) and King Wedgez (seasoned potato wedges). The box is meant to evoke Burger King’s “frypod” container.
The brand extension “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 VP at Burger King.
The deal was brokered by Broadstreet Licensing Group, and complements a broad array of brand extensions that include snack chips, greeting cards, and apparel.
In a related fast-food vein, Panda Express is now selling its orange and kung-pao sauces at its retail outlets. FYI, McDonald’s has been selling ketchup at retail in Germany under its own name for some time.