Automated Trader today quotes a North American Burger King executive on the company’s plans to introduce a new BK Kids Meal for breakfast, as well as add entirely new dishes to the restaurant’s morning menu.
According to Burger King Corporation Chief Marketing Officer Mike Kappitt, the new BK Kids Meal (which contains a sausage-less version of the currently available Breakfast Muffin Sandwich alongside BK Fresh Apple Fries and Minute Maid Apple Juice) will cost $3.38 and appears at Burger King locations nationwide on July 26. Advertising for the 410 calorie, 600 milligrams sodium meal will comply with the Better Business Bureau Children’s Food and Beverage Advertising Initiative.
The Automated Trader article goes on to cite how “Burger King plans to start a big push behind breakfast sometime this fall, with new items like platters with pancakes and other premium-priced products.”
In addition to its upcoming BK Kids Meal, the fifty-five year old hamburger chain has also sought to strengthen its appeal to children recently by developing a new video game for the Xbox 360 and launching tie-in promotions with both World Wrestling Entertainment and Summit Entertainment.