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When Wendy's (NYSE: WEN - News) created its Natural Cut Fries With Sea Salt, which it introduced last fall and is now promoting in new TV ads this week, the company's product development team found a way to leave the potato skins on, make the fries crispier and give them a much tastier flavor. What they didn't manage to do, however, is make the fries an actual all-natural product. That, says CMO Ken Calwell, would be too difficult given fast food customers' demands for items that are cheap and can be hoisted through a car window.
"People are saying they want high integrity ingredients, things their grandmother would have used, that don't look like they came out of a chemistry lab," Calwell explained in an interview with BNET. "But they're also saying I've got a family to feed and can only afford to spend about $4 on my lunch, and I've only got about a minute or two to eat it."