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"Burger King wanted to be French Fry King. Instead, it created a fast-food fiasco." The Wall Street Journal reports on the failed efforts of Burger King last year to make the perfect French fry. With studies showing consumers wanted a "fry that was crispy and would remain hot." So Burger King assembled a team to challenge the problem and they considered a coated french fry. "Dipped in batter made up largely of potato starch, it can retain heat longer and ideally, survive a drive home still warm and crunchy." But less than a year later, the French fry campaign went down hill. "The fries often seemed undersalted. They clumped easily and when the potatoes cooled they became tough and bitter." In addition, "as the crunch increased, potato flavor suffered and, with little to hold in heat, the fry grew cold much faster." Reporter Jennifer Ordonez reports on Burger King's continued efforts to create the ultimate fry.

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