MIAMI Burger King said it plans to offer more healthful kids’ menu items, including flame-broiled chicken tenders and apples cut to resemble French fries, as part of its pledge to focus its advertising to children under 12 on products that promote healthy diets and lifestyles.
The nation’s second-largest hamburger chain said Wednesday that it has joined the Council of Better Business Bureaus’ Children’s Food and Advertising Initiative, a voluntary effort to promote health. Burger King is the 12th major food and beverage company to join the initiative and the second quick-service restaurant chain. Rival McDonald’s has been involved since the program was established last year.
As part of its commitment, Burger King developed a set of nutritional guidelines for the Kids Meals it advertises. By December 2008, the chain will limit its advertising of Kids Meals to those that provide no more than 560 calories per meal, less than 30 percent of calories from fat, less than 10 percent of calories from saturated fat and no added trans fats.
Burger King said that a new Kids Meal to meet those principles would be in tests this fall and is scheduled to be available in restaurants next year. The new meal is planned to include four flame-broiled chicken tenders, organic unsweetened applesauce and low-fat milk.
The chain also is developing Fresh Apple Fries, which are skinless red apples cut to resemble French fries. The apples will be served in a container the company calls a “Frypod.”
The Council of Better Business Bureaus approved Burger King’s advertising commitment as being consistent with the core principles set out in the Children’s Food and Beverage Advertising Initiative.
According to the Better Business Bureau, the initiative was launched in November 2006 to shift the mix of advertising messaging to children to encourage healthier dietary choices and lifestyle choices.
