The chicken-and-cheese wraps are sold with the ingredients packed separately in a box so children can assemble them. Posters highlight that the meal contains calcium and has no artificial colours or flavourings.
The meals will be sold with a free toy or a code for a ringtone that can be downloaded from the Burger King website. If the six-store trial is successful, it will be rolled out nationally later this year.
'Encouraging children to play with their food will help parents educate them about what they are eating,' said Burger King's North-West Europe senior marketing director, David Kisilevsky.
Last month, Burger King began distributing a customer booklet to promote the health credentials of its meals (Marketing, 21 February).
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