Burger King 2008 Annual Report Download - page 13

with an added spicy kick by our SuperFans in Mexico and we expect the mini-burgers introduced in
Puerto Rico will roll out BIG in North America and many European markets.
We took steps forward under our BK Positive StepsSM program, including eliminating cooking with trans
fat oils in the U. S. and Canada by October 2008. We also signed the Council of Better Business Bureaus’
pledge to market healthy and nutritious menu options to children under the age of 12. As a result, we
launched a new innovative kids meal that meets our stringent nutrition criteria. It includes BKTM Fresh
Apple Fries—fresh-cut, skinless apples sliced to resemble real French fries—and nutritionally fortifi ed
Kraft® Macaroni and Cheese, a menu item exclusive to Burger King® restaurants. Recognizing the product’s
nutritional attributes and broad-based appeal, the Glycemic Research Institute in Washington, D.C.,
awarded BKTM Fresh Apple Fries the “Kid Friendly Product of the Year.”
Expect more surprises in fi scal 2009. We’re cooking up unique promotional tie-ins, exciting advertis-
ing campaigns and, at any given time, our kitchens are testing at least 50 new products.
2008 Annual Report :: 11
IT WA S A YEAR OF ADVENTURE WITH PROMOTIONS INCLUDING IRON MAN
TM,
THE INCREDIBLE HULK
TM,
THE SIMPSONS
TM
MOVIE , AND OUR LATE-NITE VENTURE WITH SEAN “DIDDY” COMBS.
w
it
h
a
n
added
sp
ic
y
k
i
ck
b
y our SuperFans in Mexico an
d
we expect t
h
e mini-
b
urgers intro
d
uce
d
in
P
uerto Rico will roll out BIG in North America and man
y
European markets.
We took ste
p
s forward under ou
r
B
K Positive Ste
p
s
SM
program, inc
l
u
d
ing e
l
iminating coo
k
ing wit
h
trans
fat oils in the U. S. and Canada b
y
October 2008. We also si
g
ned the Council of Better Business Bureaus’
pled
g
e to market health
y
and nutritious menu options to children under the a
g
e o
f
12. As a result, we
l
aunc
h
e
d
a new innovative
k
i
d
s mea
l
t
h
at meets our stringent nutrition criteria. It inc
l
u
d
es
BK
TM
K
K
Fr
esh
Apple Fries—fresh-cut, skinless apples sliced to resemble real French fries—and nutritionall
y
fortifi ed
Kr
af
t
®
Macaroni an
d
C
h
eese
,
a menu item exc
l
usive to
Burger King
®
g
g
restaurants. Reco
g
nizin
g
t
h
e pro
d
uct’s
nutritiona
l
attri
b
utes an
d
b
roa
d
-
b
ase
d
appea
l
, t
h
e G
l
ycemic Researc
h
Institute in Was
h
ington, D.C.,
a
warded
BK
TM
K
K
Fresh Apple Fries the “Kid Friendl
y
Product of the Year.”
E
xpect more surprises in fi scal 2009. We’re cooking up unique promotional tie-ins, exciting advertis-
in
g
campai
g
ns and, at an
y
g
iven time, our kitchens are testin
g
at least
5
0 new products
.
2008 Annual Re
p
ort :: 1
1
IT WA
S
A YEAR
O
F ADVENTURE WITH PR
O
M
O
TI
O
N
S
IN
C
LUD I N
G
IRON M
AN
TM
,
THE INCREDIBLE HULK
TM
,
TH
E
SIMPSONS
TM
MOVIE ,
AND OUR LATE-NITE VENTURE WITH SEAN
“
DIDDY
”
COMBS
.