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Burger King Apple Fries exceed expectations
August 14, 2008
Burger King Corp. has announced that its better-for-you BK Fresh Apple Fries have exceeded projections in the month since the product launched.
The Apple Fries — fresh apples sliced in the shape of french fries — debuted June 30, 2008, as a new option in Burger King Kids Meals. Since then, the chain has served more than 3 million orders — 85 percent more than originally projected.
"Since we've launched it, we've been ahead of our forecast, selling more units than we've anticipated and have no supply issues," said Jonathan Muhtar, senior director of product marketing for Burger King.
The idea for the apple offering began with the company's goal to satisfy its BK Positive Steps nutrition program to formalize more better-for-you options.
"The challenge we gave ourselves was, ‘Let's come out with something that not only will be nutritious but will be fun for kids,'" Muhtar said. "That's where we got the idea of … cutting the apples into the french fry shape and serving them with a packet of low-fat caramel sauce that mimics a package of ketchup."
Burger King worked with its suppliers to develop the new product and meet the challenge of distributing "a fresh product with a short shelf life (14 days from the time the apples are cut) and apply it to over 7,000 restaurants across the country," Muhtar said.
In the taste-testing phase, the apples were cut by hand because there was no equipment for the fry-shaped slices. After positive response to the testing, Burger King suppliers created the special equipment to slice the skinless, red apples into the appropriate shape.
The Apple Fries contain no preservatives but are coated with a natural citrus wash to maintain freshness. Each order also is sealed for freshness.
Muhtar said the company is excited by customer response in its stores and at samplings on the Disney sponsored boy-band Jonas Brothers' tour.The fresh-fruit product — unlike the chain's burgers — fit Disney's parameters and allowed for the promotion partnership, said Burger King spokesperson Heather Krasnow.
The 2-ounce Apple Fries serving has 25 calories and 1 gram of fiber, and the caramel dipping sauce adds 35 calories. The Apple Fries are part of the new Kids Meal of Kraft Macaroni & Cheese and Hershey's 1-percent low-fat white milk. The meal has 350 calories, with less than 25 percent of calories from fat and 9 percent from saturated fat. The Apple Fries provides one full serving of fruit as identified in the USDA's MyPyramid.
The new Kids Meal is available in the United States as a permanent menu item for a suggested retail price of $3.49.
The Apple Fries recently received the "Kid Friendly Product of the Year" award from the Glycemic Research Institute in Washington, D.C.
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