Burger King to launch first 'value' menu

Burger King is to launch its first 'value' menu as it looks to extend its appeal to money-conscious consumers.

Burger King
Burger King

The range, referred to internally as the 'affordability menu', will roll out in UK restaurants from January 2011.

Burger King is finalising the menu, but it is understood that it will feature a selection of bite-sized snacks. 

Sarah Power, Burger King's marketing director for the UK and Ireland, said the menu would be 'aggressively' priced and would offer an alternative to its premium Angus Burger.

Burger King has invested heavily in its value offering over the past two years. In 2009, the launch of the 'King Deal' value meal was supported by a multimillion-pound campaign created by Crispin Porter & Bogusky. 

The meal, which remains on sale, includes a cheeseburger with fries and a drink for £1.99, or a double cheeseburger option for £2.99. 

Burger King's bigger rival, McDonald's, offers a Saver Menu with items from 99p. Earlier this year, Burger King introduced its mascot, The King, to the UK in an effort to boost its appeal.

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