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 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. YUM's Taco Bell or the "Loaded Doriotos" at 7-Eleven stores.
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."
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 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. 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.Edge Rankings
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