The 6 Pack, which costs £4.49 on its own or £5.69 as part of a meal, comprises one big Aberdeen Angus patty inside six rolls, stuck together to allow consumers to tear off portions. In one pair of rolls the burger is topped with ketchup, the second has a cheese topping, and the third bacon and cheese.
The introduction of the 6 Pack, which will be available from next week, will be backed by TV ads breaking next month. It will be launched simultaneously in the UK, Spain and Germany as part of Burger King's five-year plan to operate on a more pan-European basis.
In March, David Kisilevsky, formerly in charge of UK marketing, was promoted to the role of vice-president marketing EMEA to oversee this strategy.
The 6 Pack launch comes as Burger King rolls out a number of menu innovations and products intended to shift the brand into the casual-dining arena. Last month it was revealed that it plans to introduce the UK's most expensive burger to push a more premium positioning (Marketing, 23 April).
The chain will also launch burgers featuring exotic ingredients such as tiger prawns and guacamole to emulate chains such as TGI Friday's.
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