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Burger King announced a series of initiatives designed to address childhood nutrition concerns:

• Healthier menu items for kids.
• A pledge not to market products to kids that do not meet certain nutritional guidelines.
• A decision to sell an item called “Apple Fries,” in which apples are cut to resemble French fries and served in the same containers as fries – but are not cooked and are served skinless and cold.

"We not only want to better inform parents and kids about these new menu options but also to demonstrate through product innovation that better-for-you foods can be fun and taste good," said John Chidsey, Burger King's chief executive.
KC's View:
All smart moves.