BK to take on McDonald's with healthier range

by Mark Sweney, Marketing 30-Jun-04

Burger King is to respond to the healthier menu items being carried by rivals such as McDonald's with the introduction of a Premium Tastes line.

The range includes four types of baguette: classic cheeseburger, Piri Piri chicken, Monterey pepper melt, and cajun black and blue chicken.

The items are being introduced in selected branches ahead of a potential national roll-out to all 700 outlets.

Several of the products - such as oven-baked lower-fat fries, freshly squeezed orange juice and flame-grilled fresh pineapple - are designed to appeal to health-conscious consumers.

The activity is part of an initiative by Burger King to respond to criticism over the role fast-food chains have played in the growing obesity problem by offering high-fat and super-size meals on their menus.

Premium Tastes will compete against the likes of McDonald's Salads Plus and New Tastes menus as well as fast-growing chains such as Nando's chicken restaurants, YO! Sushi and Subway, which offers a range of healthy options.

Separately, McDonald's said this week that it is to run a global ad campaign starring tennis stars Serena and Venus Williams to promote its healthier meals.