BK to offer retail line of crinkle-cut friesBK to offer retail line of crinkle-cut fries

Ron Ruggless

MIAMI Burger King-branded fries are headed to your home microwave.

Burger King Corp. said Tuesday it has entered into a licensing deal with ConAgra Foods Lamb Weston to introduce a retail line of crispy, microwavable King Krinkz crinkle-cut fries to select grocery retailers, including WalMart, early this month.

In 2007, Burger King introduced Ketchup & Fries and Flamed Broiled burger flavored potato chips to the snack aisle.

Anumber of restaurants have been working with food manufacturers to create branded products as restaurant sales have slid during the recession. P.F. Chang’s last month announced a deal with Unilever for frozen meals. California Pizza Kitchen, T.G.I. Friday’s, Claim Jumper, Marie Callender’s and celebrity chef Wolfgang Puck have long offered retail products in grocery stories. In addition, a number of restaurant chains have been introducing or expanding branded grocery product lines, including Tony Roma’s, Starbucks, Steak n Shake and Jamba Juice.

Burger King’s crinkle cut fries introduction will be followed soon by King Kolossalz extra-large fries and King Wedgez, seasoned potato wedges, the company said. Prices will vary among retailers for the 4.5-ounce boxes.

“This licensing deal, brokered by Broadstreet Licensing Group, gives Burger King Corp. the ability to take our ‘Have It Your Way’ brand promise beyond our restaurants and engage customers in a new way,” said John Schaufelberger, Burger King’s senior vice president for global product marketing and innovation.

Sharon Miller, vice president of retail sales for ConAgra Foods Lamb Weston, added, “Now consumers can enjoy King-fries at home, in an easy-to-prepare, microwaveable format that’s perfect for today’s busy families.”

Burger King has more than 11,900 restaurants in the United States and 73 other nations. Con Agra produces, among other brands, Marie Callendar’s frozen meals.

Contact Ron Ruggless at [email protected]