Burger King courts mothers with updated menu for tots

NEW YORK -- After watching its bigger rival, McDonald's, try to woo mothers, Burger King began a new marketing and promotional campaign Monday meant to grab their attention.

The centerpiece of the effort is a new kids meal featuring a four-ounce serving of Kraft macaroni and cheese, lowfat 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 began selling Monday for $3.49 and will be a permanent fixture on Burger King's menu.

The launch will be followed by an in-restaurant merchandising and television ad campaign, with the first commercial airing July 7. That spot will introduce "Little King," meant to be the larger masked mascot's young son. Burger King will give away samples at Jonas Brothers concerts. Burger King is an official sponsor of the group's "Burning Up Tour," which reaches Raleigh on July 30.

But persuading parents to equate healthy eating with the home of the Whopper may not so be easy. Burger King has been lambasted by critics for not switching to trans-fat free oil as quickly as some of its competitors. Also, many of its restaurants are more than 30 years old and need to be remodeled, said Zack's Investment Research senior analyst Anne Northrup.