Burger King Welcomes Preservatives - Free Whopper with an Image of a Moldy Burger -- Is It Too Much?

source: Burger King/Business Insider

Burger King has launched a new TV commercial on Wednesday to highlight it no longer uses preservatives and artificial ingredients for its iconic Whopper in most European countries and numerous US markets.

The non-traditional TV commercial starts with a fresh, ready-to-eat Whopper burger rotting over the course of 34 days as Dinah Washington's  "What a Difference A Day Makes" plays in the background.

Fernando Machado, global chief marketing at Burger King, said in a press release that the fast-food chain aims to eliminate all preservatives, colors, and flavors from artificial sources from the food they serve. Burger King believes that real food tastes better, Machado added.

The Miami-based chain did not explicitly mention which preservatives have been removed. Still, it noted that more than 90 percent of the food ingredients at the domestic restaurants lack artificial preservatives and colors. 

All Burger King restaurants will serve preservative-free Whoppers by the end of 2020, the company emphasized.

Moreover, US Whopper fans may have already tasted the preservative-free burger without even realizing it, Christopher Finazzo, president of Burger King America, stated. According to Finazzo, the healthier burger is now available in more than 400 restaurants across the country. 

Burger King is among the latest fast-food chains to stop using preservatives. In 2018, McDonald's announced that most of its hamburgers, including the world-famous Big Mac, no longer contain artificial preservatives. 

In addition to that, McDonald's also switched from frozen to fresh beef for its Quarter Pounders last year. The move led to record sales for the first time in five years. 

Last month, Popeyes also joined the growing number of major fast-food chains to sign onto the Better Chicken Commitment, an initiative to set up higher standards for poultry used in their food.

Taco Bell also confirmed plans to continue removing additives and preservatives from its menu. It already stopped using artificial colors and flavors in its core product range, the company noted last year. 

Burger King's decision reflects a trend in the fast-food industry toward ''natural'' and environmentally conscious foods. The sector has been a subject of scrutiny worldwide for years, especially after a McDonald's customer live-streamed a hamburger and french fries that remained mold-free for over ten years.

US millennials also tend to prefer less-processed foods with fewer artificial ingredients, a September research by YouGov showed. A 2018 Nielsen report also confirmed this tendency, pointing out that young adults are willing to pay more for products made with natural, more environmentally-friendly ingredients.

What do you think of the Burger King new TV commercial? Do you support or oppose the way the fast-food chain chose to present its preservatives-free burger?