Burger King is changing it's image from a fast food giant to a socially responsible vendor.

Burger King Holdings, Inc. announced recently that they are planning on playing a major role in the war on juvenile obesity. Burger King reps stated that their company will "help lead the way in promoting children's nutrition by joining 11 major food and beverage companies that have pledged to focus their advertising to children under 12 on products that promote healthy dietary choices and lifestyles."

Burger King is committed to changing their marketing strategy so that children will not be lured by characters to buy high calorie and trans fat meals. The plan is as follows:

1. advertise to children products that have 560 calories per meal or less

2. advertise to children only products with less than 30% of calories from fat - less than 10% of calories from saturated fat and no added trans fat

3. advertise to children only products with less than 10% of caries from added sugars

4. no longer use third party licensed characters to market their unhealthy foods to children

5. no longer advertise in elementary schools

6. promote healthy eating through advertising

7. develop new food items that are low in fat and sugar.

It appears that Burger King has developed a well though out and balanced plan. It is exciting to see that their social responsibility includes changes to their current meal plan and their advertising strategies.

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