KFC is to launch its controversial Double Down snack in Australia on Wednesday.
The snack launched in the US last year where it was dubbed “the unhealthiest sandwich ever” but was also a major marketing success with a planned six week shelf life extended on the back of strong sales.
Featuring no bread or salad, it sandwiches two types of cheese and bacon between two pieces of chicken.
The product – renamed for Australia as The Double, rather than Double Down, is being marketed as “the ultimate manfood”. It will be backed by a month of marketing activity targeting KFC’s mile customer base labelled “The month of mantime”.
A mailout went to KFC’s cutomer base today telling them:
“There are no equivalents here, The Double IS the man. It’s the burger that says NO to bread buns and HELL YES to double fresh breast fillet, rasher bacon, double cheese, double awesome!”
Nutritional information on The Double is not yet available on KFC’s Australian website, but the US version lists it as amounting to 540 calories (2268kJ) and containing 32g of fat. At present KFC’s chicken cheeseburgers contain 19.6g of fat.
The launch is likely to put renwed focus on the issue of responsible marketing in Australia by fast food companies. Although there is a Quick Service Restaurant Industry code of conduct administered by the Advertising Standards Bureau, it only covers responsible marketing to children.
Among the first to experience The Double in Australia was Chaser Chas Licciardello who custom ordered one last year and tweeted the moment.