MIAMI In a revenue-generating attempt to expose its name to consumers, Burger King has licensed the use of its trademark for a line of snack foods. The BK-brand chips would be sold in convenience, drug and grocery stores and offered to airline passengers in flight.
Financial terms of the arrangement were not divulged.
Under the licensing deal with Phoenix-based snack foods marketer The Inventure Group, two types of BK snacks would be offered: Ketchup & Fries and a yet-to-be-named version that "captures the legendary flame-broiled flavor of the Burger King brand," chain officials said.
The chips will be sold in different sizes, they added, and are slated to be in various markets by November.
Russ Klein, president of global marketing, strategy and innovation for Burger King, described the licensing deal as "another initiative in a long line of innovative ways we're expanding our brand reach."
He explained that the chain intends to display its brand name in 100,000 consumer "distribution channels," or far beyond its 11,200 restaurants.
