Burger King is taking its French fries beyond the fast food counter with a new product launch, in partnership with ConAgra Foods.
Retailers like Walmart will carry the BK-branded fries, which are produced via a licensing agreement with ConAgra’s Lamb Weston brand. Lamb Weston frozen potatoes and appetizers are sold in both retail and foodservice outlets.
King Krinkz “seasoned, crinkle-cut fries” will hit shelves this month, and an extra large version, King Kolossalz, and King Wedgez, will be introduced in stores in the coming months.
Like the BK portable Frypod container (which lets consumers snack on French fries in their cars), the new microwavable French fries will be packaged in a similar container with an easy-to-open top. The product retails for of $1.49 per box.
BK said the licensing partnership gives it “the ability to take our ‘Have It Your Way’ brand promise beyond our restaurants and engage customers in a new way,” said John Schaufelberger, svp of global product marketing and innovation, in a statement.
Sharon Miller, vp of retail sales for ConAgra’s Lamb Weston, said the BK branding will give the products a jumpstart in the marketplace. “Now consumers can enjoy King-fries at home, in an easy-to-prepare, microwaveable format that’s perfect for today’s busy families,” Miller said in a statement.
ConAgra had no appreciable spending behind Lamb Weston both last year and through June 2009. A marketing campaign to promote the new BK fries is planned for later this year.