On July 26, Burger King will launch a new breakfast Kids Meal, which consists of an egg and cheese muffin sandwich, apple fries, and apple juice.
The new offering, priced at $3.38, meets Burger King’s nutrition criteria for Kids Meals, which have to be fewer than 560 calories. The announcement comes just a month after the Dietary Guidelines Advisory Committee released recommendations and instructions for kids menus to combat “America’s obesity epidemic.’
There has been some progress already, albeit small. Mintel Menu Insights reported a 10% increase in menu items that contain fruits and vegetables from Q2 2007 to Q2 2010, and a 65% increase in menu items labeled “healthy” between Q2 2009 and Q2 2010.
Darren Tristano, evp of Technomic, said restaurants face a challenge of pleasing both the parent and child. “Kids are still very much—even from the backseat—in control of what their parents order,” he said. “Until parents start to realize that they’re the ones making the decisions and not their kids, the market’s going to be dominated by unhealthy choices.”
Even with the breakfast Kids Meal, Tristano added, Burger King is “still going to sell a lot more potatoes than apples.”