Fast food chain Burger King announced today that it will change the name of the Whopper Ribs sandwich to Whopper Paleta Porcine. The change comes after criticism for advertising the sale of a sandwich with ribs, but which does not have ribs in its ingredients.
“Transparency has always been a key word at BK [Burger King]. When we launched the Rib Whopper, we advertised in our communications that it is made from pork – pork ribs – and flavored with ribs, without any artificial ingredients.
But the reaction of the people is a very clear message. Time to listen, accept and act. No mincing words, no cuteness, no relativizing the problem. Excerpt from Burger King’s statement
Yesterday, Procon-SP had already notified Burger King on suspicion of false advertising. The fast food chain must provide explanations to the agency and forward the nutritional table of the sandwich, attesting to the composition of each of the ingredients (meat, sauces, additives, among others).
“Procon-SP has looked with concern the advertising of food products that highlight a certain ingredient that is not part of the composition of that product or that does not have the ingredient in its main composition”, explained Guilherme Farid, executive director of Procon-SP. “If it is proven that the consumer was misled, the company can be fined for misleading advertising in up to 11.6 million reais”.
In addition, the agency wants the company to prove the quality tests carried out, the templates of the packages used for packaging the product in physical stores for immediate consumption and for delivery (delivery); copy of the publicity materials for the promotion of the current product line and of previous campaigns for similar sandwiches – with “ribs flavor”, published in the media and social networks by the company and partners.
Communication in full
Straight talk: transparency has always been a key word at BK. When we launched the Rib Whopper, we announced in our communications that it is made from pork – pork shoulder – and flavored with ribs, without any artificial ingredients.
But the reaction of the people is a very clear message. Time to listen, accept and act. No mincing words, no cuteness, no relativizing the problem.
Therefore, we go public to say that we are sorry for what happened and announce the immediate change of the name of the sandwich to Whopper Paleta Swine. The sandwich remains the same, the composition of the hamburger remains 100% pork shoulder with rib flavor, without any artificial ingredients.