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As part of its CFBAI advertising pledge, BKC remains committed to focusing its advertising to children under 12 on products that meet its stringent nutrition criteria for Kids Meals (consisting of an entrée, side dish, and beverage), which is defined as:
* No more than 560 calories per meal;
* Less than 30 percent of calories from fat;
* Less than 10 percent of calories from saturated fat;
* No added trans fats;
* No more than 10 percent of calories from added sugars;
* No more than 600 milligrams of sodium; and
* A “good source” or “excellent source” of at least two of the following nutrients: calcium, fiber, potassium, magnesium, vitamin E.
The three newly-compliant BK® Kids Meals include: a two-pack of BK BURGER SHOTS®, bite-sized burgers topped with mustard, ketchup and two crunchy pickles, served with Fresh Apple Fries, low-fat caramel dipping sauce and calcium-fortified MINUTE MAID® apple juice; a hamburger served with BKTM Fresh Apple Fries, low-fat caramel dipping sauce and calcium-fortified MINUTE MAID® apple juice; and newly reformulated four-piece CHICKEN TENDERS® meal, consisting of CHICKEN TENDERS® reduced in sodium by about one-third, BKTM Fresh Apple Fries, low-fat caramel dipping sauce and HERSHEY’S® fat free milk.
These meals join the current advertised BK® Kids Meal, consisting of age-appropriate portion sizes of nutritionally fortified KRAFT® Macaroni & Cheese, BK™ Fresh Apple Fries, low-fat caramel dipping sauce, and HERSHEY’S® fat free* milk.
“Burger King Corp.’s commitment to product innovation and reformulation is an example of how the food industry can help make positive changes to existing menu items in order to provide nutritious and flavorful options that appeal to kids,” said Elaine Kolish, director of the CBBB’s Children’s Food and Beverage Advertising Initiative. “This is another proactive step that underscores Burger King Corp.’s efforts to help make a difference in this important area.”
On April 27, 2009 Burger King Corp. transitioned from HERSHEY’S® 1 percent low-fat milk to HERSHEY’S® fat free milk in BURGER KING® restaurants nationwide. This beverage option is included with two of the advertised BK® Kids Meals and is also available for customers of all ages to select.
BKC is also introducing a variety of new BK Positive StepsSM program promotional materials in restaurants nationwide, including posters featuring the BK® Kids Meals that meet its strict nutrition criteria.
Beyond childhood nutrition, the company is also making it even easier for adults to choose meals that fit their individual diets and lifestyles, by identifying more than 350 BURGER KING® meal combinations that provide 650 calories or less. Examples of these meal combinations are featured on tray liners, queue signs and window decals at participating BURGER KING® restaurants nationwide, as well as available online at www.bk.com/positivesteps.
In April, BKC released promotional materials featuring the “Hold the Mayo” message that demonstrates the company’s HAVE IT YOUR WAY® brand promise in participating BURGER KING® restaurants nationwide.
As part of the BK Positive StepsSM program, BKC also eliminated all trans fat cooking oils and ingredients in the U.S., Europe, Latin America, Puerto Rico and Canada; instituted a sodium commitment of 600 milligrams or less for BK® Kids Meals that are advertised to kids under 12 years old; and uses 100 percent recyclable BK® Kids Meal bags.