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NPB Endorses Burger King's Fire-Grilled Ribs Debut

by 5m Editor
28 May 2010, at 6:24am

US - With support from the National Pork Board, Burger King Corp. is introducing BK Fire-Grilled Ribs at participating Burger King restaurants across the US.

"We are pleased to see Burger King Corp. become the first national fast-food hamburger chain to serve authentic bone-in ribs," says Paul Perfilio, national foodservice marketing manager for the National Pork Board. "When you talk about barbecue, you talk about pork, and these bone-in ribs are 100 percent pork and full of flavour."

BK Fire-Grilled Ribs offer Burger King guests a premium option that rivals casual dining offerings, but at a more affordable price, Perfilio said, adding that the ribs have been tested successfully during the last year with support from the National Pork Board. Media support for the ribs started on 24 May, and the product will be available for a limited time only.

"Anytime we can get a major foodservice chain to feature a great product like this, it helps keep pork top of mind with the public, and that's beneficial for everyone involved," says Dianne Bettin, chairman of the Pork Checkoff's Domestic Marketing Committee. Bettin, from Truman, Minnesota, runs a farming operation with her husband, Doug.

"Offering authentic bone-in ribs is a testament to our commitment to bring guests premium products," said John Schaufelberger, senior vice president, global product marketing and innovation, Burger King Corp. "We were pleased that the Pork Checkoff supported us throughout the development process."

Guests at participating restaurants can try the ribs by adding on a three-piece serving to a BK Value Meal for a suggested retail price of an additional $1.99. BK Fire-Grilled Ribs are also available for value-conscious customers in three- and six-piece serving sizes designed for snacking or as an add-on item. They are available for a suggested retail price of $2.99 and $5.69 respectively. Alternatively, for those in the mood for a more indulgent serving, an eight-piece order is also available for a suggested retail price of $7.19.