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September 05, 2009

Microwave Fries from Burger King

Burger_king_fries 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.

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Comments


hmm, looks a lot more sensible than the earliler 'BK' underwear ! i mean, what were those guys thinking then ?!
goodluck with this one, i'd imagine it would be a good flanker, albeit more from the ROI point of view but a good one nevertheless...certainly do see the connecion with the brand promise of 'have it your way', consumption opportunities are common too :)

Should be healthy, tasty and time saving

Dubbed King Krinkz, the fries are slated to hit shelves at Wal-Mart this fall.

I wonder what is the taste of that fries, if it is cook in the microwave. I think the crisp of it will fade.

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Brand extensions are all around us — clothing from the Sierra Club, furniture polish from Steinway and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a New York-based brand-extension consultancy, publishes an annual survey on brand extensions with Brandweek. If you spot a noteworthy extension for the blog or survey, email us.

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