Fat starts to fly in griller warfare
It said its new Big King was the first time it had gone head to head with McDonald's and claims that in taste tests, six out of 10 people preferred their product.
The new burger, like the Big Mac, has two burgers, cheese, lettuce, onion, pickles and a toasted sesame-seed bun. However, the Big King weighs in at 4.4oz of beef, compared with the Big Mac's 3.2oz, is flame-grilled and is missing the middle layer of bread.
A spokeswoman for the company said that the Big King was different from other Burger King products because of the sauce, which has been specially developed to compete with that on the Big Mac.
But McDonald's said it was supremely unconcerned by the new launch and would not be selling a "McWhopper" in the near future.
"We think this a product that they have tried to launch in a number of different guises and it is nothing new," a spokeswoman said. "We have 77 per cent of the market in this country and we listen to our customers, so we have no need to pay any attention to our rivals.
"If we were number two then we would probably be trying everything we could to catch up, but as it is, we don't need to do that, so we don't need to worry."
Last year McDonald's, which trails behind Burger King in the US fast- food market, launched the Arch Deluxe to try to increase its market share, but it was not a success and was taken off the market shortly afterwards.
- 2 18th century sex toy found in 'toilet of sword fighting school' in Poland
- 3 US? China? India? The 10 biggest economies in 2030 will be...
- 4 'I wish my teacher knew...': Young students share their 'heartbreaking' worries in notes
General Election 2015: David Cameron catching up in polls – but he badly needs a clear lead
Alan Rickman admits editing 'terrible' script with friends in Pizza Hut behind backs of writers on Robin Hood: Prince of Thieves
South Africa xenophobic attacks: Shops looted and violence on streets of Johannesburg as foreigners are forced to hide in police stations
18th century sex toy found in 'toilet of sword fighting school' in Poland
'I wish my teacher knew...': Young students share their 'heartbreaking' worries in notes
The only black face in the Ukip manifesto is on the page about overseas aid
If I’m being racially abused I don’t need a stranger with a saviour complex to rescue me
Ukip is the only main political party to not address LGBT rights in its manifesto
Food banks: One million Britons will soon be using them, according to Trussell Trust
BBC election debate: The one photo that summed up the whole 90-minute leaders debate
Religion isn't growing, it is becoming vigorous in its demise, says philosopher AC Grayling
£18000 - £23000 per annum: Recruitment Genius: They work with major vehicle ma...
£16500 per annum: Recruitment Genius: A Chiropractic Assistant is needed in a ...
£18000 - £26000 per annum: Recruitment Genius: They work with major vehicle ma...
£28000 - £30000 per annum: Recruitment Genius: This company provides coaching ...