NEW YORK -- Burger King wants people to feel less guilty about gobbling up its french fries.
The world's No. 2 hamburger chain launched a new crinkle-cut french fry Tuesday that it says has about 20 percent fewer calories than its regular fries.
The chain says a small order of the new "Satisfries" clocks in at 270 calories because of a new batter that doesn't absorb as much oil. By comparison, a small order of its regular fries, sans crinkles, has 340 calories.
The concept of taking an indulgent food and removing some of the guilt isn't new, of course. Supermarkets are filled with baked Lay's potato chips, 100-calorie packs of Oreos and other less-fattening versions of popular treats. Such creations play on people's inability to give up their food vices, even as they struggle to eat better. The idea is to create something that skimps on calories but not on taste.
Burger King executives say people won't be able to tell that Satisfries are lower in calories. It says they use exactly the same ingredients as its regular fries -- potatoes, oil and batter. To keep kitchen operations simple, they're even made in the same fryers and cooked for the same amount of time as regular fries.
The difference, Burger King says, is that it adjusts the proportions of different ingredients for the batter to block out more oil. The company declined to be more specific. Another difference, the crinkle-cut shape, is in part so workers will be able to easily distinguish them from the regular fries when they're deep frying them together.
"You need to make things as simple as possible," says Eric Hirschhorn, Burger King's chief marketing officer.
As per capita consumption of french fries has declined over the years, frozen potato suppliers have been working on ways to reduce fat and calories in french fries, said Maureen Storey, president and CEO of the Alliance for Potato Research & Education, an industry group.
"It's actually not an easy thing to do to because consumers want the same taste and the same texture," she said.