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Blum's message was short and to the point:
"I just wanted to inform you, after careful analysis, Burger King Corporation has determined that the Frozen Carbonated beverage products are not strategically relevant to the long-term vision for the Burger King brand.
"Despite best efforts, the performance of these products has been disappointing. This has led us to make a decision to begin phasing out Frozen Coke and other frozen carbonated beverages in our U.S. restaurants. You will receive more specific instructions soon via voice- mail."
Amid reports that Pepsi will undertake a major strategic initiative to wrest restaurant market share away from Coke, industry insiders have suggested BK as a prime target in the wake of the Frozen Coke debacle.