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Mac 'n' Cheese + Cheetos = Burger King's Latest Feast

Mac 'n' Cheese + Cheetos = Burger King's Latest Feast
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What do you get when you combine the classic mac and cheese dish with a bag of Cheetos? You get Burger King's latest menu innovation: "Mac n' Cheetos."

The popular fast food chain is delving into a new type of "snack-brand" hybrid that is popping up in the news lately, similar in strategy to the "Doritos Locos" taco at Yum! Brand Inc. (NYSE: YUM)'s Taco Bell or the "Loaded Doritos" at 7-Eleven stores.

Burger King began selling its new menu item on Wednesday, which it describes as being a "dangerously cheesy re-imagination" that looks like a Cheeto you would eat out of a bag, but is stuffed with macaroni noodles and cheese sauce.

The new menu item will be available at an unspecified number of restaurants on June 27, but for a limited time. An order of five pieces will cost $2.49.

Fortune quoted Burger King, which described the new item as being the ideal treat for "anyone who ever wished they could eat warm mac n' cheese like they do a bag of chips."

Related Link: No More M&Ms In Your McFlurry?

Burger King merged with the coffee chain Tim Hortons Inc. in 2014, and the two brands have been operating independently but under a new name, Restaurant Brands International Inc (NYSE: QSR).

"Mac n' Cheetos make the previously unthinkable a reality," Burger King stated in a press release obtained by Fortune.

Cheetos is owned by Frito-Lay, which in term is owned by PepsiCo, Inc. (NYSE: PEP).

Fortune also quoted PepsiCo Foodservice Chief Marketing Officer Robert Rio, who described the new product as a "dangerously cheesy reimagination of mac n' cheese."

Disclosure: Jennifer McDonell contributed to this report.

Posted-In: 7-Eleven Burger King CheetosNews Restaurants Media Trading Ideas General Best of Benzinga


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