"A large part of our customer base is parents with children," said Russ Klein, president of global strategy, marketing and innovation. "As a parent, the challenge is always trying to get the kinds of things you want to but have some dimension of fun."
The centerpiece of the effort, Klein said, is a new kids meal featuring a 4-ounce serving of Kraft macaroni and cheese, low-fat milk and the company's "Fresh Apple Fries," which are uncooked apple slices shaped like french fries and served with low-fat caramel dipping sauce. The meal went on sale Monday for $3.49 and will be a permanent fixture on Burger King's menu.
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