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Burger King is to launch its first ‘value’ menu as it looks to extend its appeal to money-conscious consumers. The range, referred to internally as the ‘affordability menu’, will roll out in UK & Irish restaurants from January 2011.

Burger King is finalising the menu, but it is understood that it will feature a selection of bite-sized snacks. Sarah Power, Burger King’s marketing director for the UK and Ireland, said the menu would be ‘aggressively’ priced and would offer an alternative to its premium Angus Burger.

Burger King has invested heavily in its value offering over the past two years. In 2009, the launch of the ‘King Deal’ value meal.

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