Cuncil f Better Business Bureaus Children s Fd and Beverage Advertising Initiative Burger King Crpratin s Pledge Entity Cvered by Pledge: Burger King Crpratin 5505 Blue Lagn Drive Miami, FL 33126 Name f individual(s) respnsible fr Overall implementatin f the Pledge: Brian Gies, Vice President, Marketing Impact Brand/Prduct Line Cvered by Pledge: BURGER KING fd and beverages. BURGER KING restaurants fr mre than 50 years have been serving menu fferings that represent quality, value, and taste. Our heritage stems frm ur lng-standing HAVE IT YOUR WAY brand prmise, which gives custmers in BURGER KING restaurants the pprtunity t custmize their menu chices t meet their individual tastes, preferences, and lifestyles. We remain cmmitted t ffering a variety f fd and beverage prducts that will make it easy fr us t fulfill ur HAVE IT YOUR way brand prmise t ur custmers. T that end, we will use prduct innvatin as a vehicle t develp mre menu ptins that prmte a balanced diet. Thrugh ur Pledge t the Children s Fd and Beverage Advertising Initiative f the Cuncil f Better Business Bureaus, we will cmmunicate messages abut ur new and innvative fd and beverage prducts t help prmte a balanced diet, and active lifestyle chices amng ur yunger custmers. OUR PLEDGE: Advertising Cmmitment: Natinal Televisin Advertising 1 : One hundred percent (100%) f Natinal Televisin Advertising primarily directed t children under 12 years ld 2 will be fr Kids Meals 3 that meet the Burger King Crpratin Nutritin Criteria 4. In 1 Natinal Televisin Advertising shall include any televisin cmmercial message paid fr and apprved by Burger King Crpratin and its affiliates that is disseminated t all r substantially all f the United States and measured in Natinal Grss Rating Pints at the time the advertising is purchased. 2 Advertising primarily directed t children under 12 years ld means: (1) Media purchased accrding t Nielsen standard demgraphics fr audiences under 12 fr televisin and internet and media purchased accrding t Arbitrn standard demgraphics fr audiences under 12 fr radi; r (2) media purchased fr any prgram r website where the audience generally cnsists f 30% r mre children under the age f 12 years. 3 Kids Meals are specifically defined n page 6 f this Pledge. 4 Burger King Crpratin Nutritin Criteria is specifically defined n page 3 f this Pledge.
additin, sme f ur Natinal Televisin Advertising will prmte Healthy Lifestyle Messages. 5 Natinal Radi Advertising 6 : One hundred percent (100%) f Natinal Radi Advertising primarily directed t children under 12 years ld will be fr Kids Meals that meet the Burger King Crpratin Nutritin Criteria. In additin, sme f ur Natinal Radi Advertising will prmte Healthy Lifestyle Messages. Natinal Print Advertising 7 : One hundred percent (100%) f Natinal Print Advertising primarily directed t children under 12 years ld will be fr Kids Meals that meet the Burger King Crpratin Nutritin Criteria. In additin, sme f ur Natinal Print Advertising will prmte Healthy Lifestyle Messages. Natinal Internet Advertising 8 : One hundred percent (100%) f Natinal Internet Advertising primarily directed t children under 12 years ld n third party Internet websites will be fr meals that meet the Burger King Crpratin Nutritin Criteria. In additin, all fd pages f ur cmpanywned websites that are primarily directed t children under 12 years ld will be fr Kids Meals that meet the Burger King Crpratin Nutritin Criteria. In additin, we will include materials n ur websites that prmte Healthy Lifestyle Messages. Natinal Televisin Advertising, Natinal Radi Advertising, Natinal Print Advertising and Natinal Internet Advertising shall hereinafter be cllectively referred t as ur Natinal Advertising. 5 Healthy Lifestyle Messages are defined specifically n page 4 f this Pledge. 6 Natinal Radi Advertising shall include any radi cmmercial message paid fr and apprved by Burger King Crpratin and its affiliates that is disseminated t all r substantially all f the United States and measured in Natinal Grss Rating Pints at the time the advertising is purchased. 7 Natinal Print Advertising shall include any print cmmercial message paid fr and apprved by Burger King Crpratin and its affiliates that is disseminated t all r substantially all f the United States and measured in impressins at the time the advertising is purchased. Natinal Print Advertising des nt include: pint f purchase materials (i.e., menus, tray liners, signs, packaging, table tents, etc.). 8 Natinal Internet Advertising shall include any internet cmmercial message paid fr and apprved by Burger King Crpratin and its affiliates that is disseminated t all r substantially all f the United States. 2
Supprting Data fr the Advertised Kids Meals We are currently develping menu ptins t meet the Burger King Crpratin Nutritin Criteria utlined belw and mre specifically n Appendix A. The Kids Meals we advertise as f the implementatin date f ur Advertising Cmmitment will meet the Burger King Crpratin Nutritin Criteria. Burger King Crpratin Nutritin Criteria: We will hnr ur Advertisement Cmmitment using the fllwing Burger King Crpratin Nutritin Criteria: The Kids Meal (cnsisting f an entrée, side dish and beverage) advertised in ur Natinal Advertising will prvide, in ttal: N mre than 560 calries per meal; Less than 30 percent f calries frm fat; Less than 10 percent f calries frm saturated fat; N added trans fats; and N mre than 10 percent f calries frm added sugars. The scientific and/r gvernmental standard(s) n which the Burger King Crpratin Nutritin Criteria is based is set frth n Appendix A. Implementatin Schedule: The Advertising Cmmitment will g int effect n later than December 31, 2008. Use f Licensed Characters Cmmitment: We will limit the use f third-party licensed characters in 100% f ur Natinal Advertising primarily directed t children under 12 years ld t the prmtin f Kids Meals that meet the Burger King Crpratin Nutritin Criteria. 9 Implementatin Schedule: The Use f Licensed Characters Cmmitment will g int effect n later than December 31, 2008. 9 Pursuant t the cre principles set ut in Children s Fd and Beverage Advertising Initiative, the abve cmmitment des nt apply t (i) the use f licensed characters n packaging, prvided the packaging des nt appear in advertising directed t children under 12; and (2) the use f cmpany-wned characters. 3
Prduct Placement Cmmitment: We will nt apprve, pay fr, r actively seek the placement f BURGER KING fd r beverage prducts in the prgram/editrial cntent f any medium in the United States primarily directed t children under 12 years ld. 10 Implementatin Schedule: The Prduct Placement Cmmitment will g int effect n later than January 1, 2008. Interactive Games Cmmitment: We will nt apprve, pay fr r actively seek the placement f BURGER KING fd r beverage prducts in any f ur wn and/r any third party interactive game in the United States primarily directed t children under 12 years ld fr the purpse f prmting the sale f thse prducts unless such fd and beverage prducts are Kids Meals that meet the Burger King Crpratin Nutritin Criteria 11. Implementatin Schedule: The Interactive Games Cmmitment will g int effect n later than December 31, 2008. Advertising in Schls Cmmitment: We will nt advertise ur fd r beverage prducts in elementary schls. 12 Implementatin Schedule: The Advertising in Schls Cmmitment will g int effect n later than January 1, 2008. 10 The freging cmmitment des nt apply t any lcal prduct placement activities engaged in by independent franchisees f Burger King Crpratin. 11 The freging cmmitment des nt apply t any lcal activity engaged in by independent franchisees f Burger King Crpratin. 12 The freging cmmitment des nt apply t any lcal activity engaged in by independent franchisees f Burger King Crpratin. Further, pursuant t the cre principles set ut in Children s Fd and Beverage Advertising Initiative, the abve cmmitment des nt apply t displays f fd and beverage prducts, charitable fundraising activities, public service messaging, r items prvided t schl administratrs. 4
Healthy Lifestyle Messages Cmmitment: As a fd cmpany, ur primary fcus in ur Natinal Advertising will be n Kids Meals that meet the Burger King Crpratin Nutritin Criteria. Hwever, t help prmte active lifestyles in children, we will als include in sme f ur Natinal Advertising certain nutritin and/r activity messages ( Healthy Lifestyle Messages ). Our Healthy Lifestyle Messages will vary and will include general themes related t nutritin and/r physical activity frm a variety f federal gvernment campaigns, including MyPyramid, MyPyramid fr Kids, and the U.S. Department f Health & Human Services and Centers fr Disease Cntrl and Preventin s VERB campaign. Implementatin Schedule: The use f Healthy Lifestyle Messages Cmmitment will g int effect n later than December 31, 2008. 5
Appendix A Supprting Data fr The Burger King Crpratin Nutritin Criteria Overview As part f ur Pledge t the Children s Fd and Beverage Advertising Initiative f the Cuncil f Better Business Bureaus, 100% f ur Natinal Advertising primarily directed t children under 12 years ld will be restricted t Kids Meals that meet nutritin criteria that prmte respnsible meal prtin sizes and limit ttal fat, saturated fat, added trans fat, and added sugars. The Burger King Crpratin Nutritin Criteria fr natinally advertised Kids Meals are based n federal dietary recmmendatins and published, peerreviewed science. The Dietary Guidelines fr Americans 2005 ( Dietary Guidelines ) 13 are the primary basis fr the criteria, as demnstrated belw. Specifically, the kids meals cnsisting f an entrée, side dish and beverage (each a Kids Meal and cllectively Kids Meals ) advertised in ur Natinal Advertising will prvide, in ttal: N mre than 560 calries per meal; Less than 30 percent f calries frm fat; Less than 10 percent f calries frm saturated fat; N added trans fats; and N mre than 10 percent f calries frm added sugars. We will cnsult with the Cuncil f Better Business Bureaus abut the actual Kids Meals we intend t advertise as a part f this Pledge. 13 U.S. Department f Health and Human Services and U.S. Department f Agriculture. Dietary Guidelines fr Americans, 2005. 6th Editin, Washingtn, DC: U.S. Gvernment Printing Office, January 2005. 6
Supprt fr Nutritin Criteria The Burger King Crpratin Nutritin Criteria are based n the Dietary Guidelines and ther federal and scientifically established dietary recmmendatins, as demnstrated belw: The advertised Kids Meal will prvide n mre than 560 calries. The Dietary Guidelines prvides guidance n ttal calrie intake levels fr varius gender and age grups at three different levels f physical activity: sedentary, mderate activity, and active. The Dietary Guidelines recmmends a range f 1,200 1,800 calries per day fr children ages 4 8 and a range f 1,600 2,600 calries fr children ages 9 13. The ranges within the age grups are based n gender and physical activity levels. Burger King Crpratin determined 1,700 calries t be the average ttal daily calric intake fr children ages 4 8 and 9 13, based n the recmmendatins fr sedentary and mderately active exercise levels, which range frm 1,200 2,200: Sedentary 4-8 year lds: 1,200 Mderately Active 4-8 year lds: 1,600 Sedentary 9-13 year lds: 1,800 Mderately Active 9-13 year lds: 1,800-2,200 While Burger Crpratin supprts higher activity levels, these tw activity levels were selected based n gvernment data frm the Centers fr Disease Cntrl and Preventin s Yuth Risk Behavir Surveillance Survey that indicate nly 35.8 percent f yuth met the currently recmmended levels f physical activity. 14 By limiting the ttal calries in the advertised Kids Meal t 560 calries, this ensures that the meal des nt cntribute mre than 1/3 f the 1,700 calrie average that children shuld cnsume in a day. The Natinally Advertised Kids Meal will prvide less than 30% f calries frm fat. The Dietary Guidelines recmmends a fat intake f 25 t 35 percent f calries fr children and adlescents 4 18 years f age. 14 Centers fr Disease Cntrl and Preventin. Yuth Risk Behavir Surveillance Summaries, 2005. MMWR 2006;55(N. SS-5505). 7
By limiting the ttal fat f the advertised Kids Meal t less than 30 percent f ttal calries, this ensures that the advertised Kids Meal is well within the recmmended range. The advertised Kids Meal will prvide less than 10% f calries frm saturated fat. The Dietary Guidelines recmmends keeping saturated fat intake belw 10 percent f ttal calrie intake. By limiting the saturated fat f the advertised Kids Meal t less than 10 percent f ttal calries, this ensures that the meal is cnsistent with the Dietary Guidelines recmmended limit. The advertised Kids Meal will prvide n added trans fat. The Dietary Guidelines recmmends limiting intake f trans fat, recgnizing that sme trans fats are naturally ccurring and ften present, at lw levels, in nutrient dense fds such as animal prducts, but des nt prvide a specific maximum intake level fr trans fats. Likewise, the American Heart Assciatin s Dietary Recmmendatins fr Children and Adlescents eches the Dietary Guidelines and recmmends diets lw in trans fat. 15 The prvisin that n added trans fats will be included in the advertised Kids Meal is cnsistent with the Dietary Guidelines and American Heart Assciatin s recmmendatin t limit intake f trans fats. The advertised Kids Meal will prvide n mre than 10% f calries frm added sugars. The Dietary Guidelines recmmends chsing fd and beverages with little added sugars r calric sweeteners, but des nt prvide a specific recmmended limit. The Institute f Medicine s Dietary Reference Intakes recmmends that added sugars shuld cmprise n mre than 25 percent f ttal calries cnsumed. 16 15 American Heart Assciatin. Dietary Recmmendatins fr Children and Adlescents: A Guide fr Practitiners: Cnsensus Statement frm the American Heart Assciatin. Circulatin 2005;112;2061-2075. 16 Institute f Medicine. Dietary Reference Intakes fr Energy, Carbhydrate, Fiber, Fat, Fatty Acids, Chlesterl, Prtein, and Amin Acids; September 2002. 8
By limiting the added sugar f the advertised Kids Meal t n mre than 10 percent f ttal calries, this ensures that the meal is cnsistent with bth the Dietary Guidelines and Institute f Medicine s recmmendatins. Sample Advertised Meal (in develpment) The fllwing chart gives an example f the ptential nutritinal values f a Kids Meal we are explring fr an advertised meal. These values are subject t change based n the prduct develpment wrk. Fd Item Calries Fat/Fat Sat Fat/Sat Added Sdium Calries Fat Calries Sugar Flame Briled 145 6g / 54 1.5g / 13.5 0g 370mg CHICKEN TENDERS (4pc) MOTT S Organic 50 0g / 0 0g / 0 0g 0mg Unsweetened Apple Sauce HERSHEY S 1% 110 2.5g /22.5 1.5g / 13.5 0g 130mg Lw Fat White Milk Ttal 305 8.5g / 76.5 3g / 27 0g 500mg The prpsed advertised Kids Meal meets the requirements f the Burger King Crpratin Nutritin Criteria: Apprximately 25% f the ttal calries are derived frm fat Apprximately 9% f the ttal calries are derived frm saturated fat N added sugar N added trans fat Ttal Calries are 305, well belw the 560 calries put frth in the pledge The ingredients fr the meal items are: Flamed Briled CHICKEN TENDERS : Chicken breast with rib meat, water, salt, sdium phsphate, mdified crn starch and flavring. Glaze ingredients TBD MOTT'S Unsweetened Organic Apple Sauce: Organic apples, water, ascrbic acid. (See attached prduct specs) HERSHEY 'S 1% Lw Fat Milk: Lwfat Milk, vitamin A palmitate, vitamin D3. Cntains 25% f the Daily Value f vitamin D. We will cnsult with the Cuncil f Better Business Bureaus abut the actual Kids Meals we intend t advertise as a part f this Pledge. 9