Burger King has entered the fashion world with its latest accessory, a purse shaped like its signature chicken nugget, dubbed 'Le Nugguette.' The novelty item, retailing for $3.99, has quickly become a highly sought-after collectible, with some listings on resale platforms reaching as high as $496.
The micro purse was launched to coincide with the nationwide rollout of Burger King's revamped chicken nuggets and refreshed dipping sauces earlier this month. Crafted to resemble a breaded chicken nugget, the bag features a suede-like texture and a golden-brown hue. Each purse comes with a randomly selected sauce-inspired charm, featuring designs for Honey Mustard, Buffalo, Sweet & Sour, or the new Special Savory Sauce. Additionally, every purchase includes a code for a free four-piece order of chicken nuggets.
Burger King is releasing only 100 of these purses daily until September 16, with a total production of just 500 bags. The limited availability has led to intense competition among consumers, with reports of the purses selling out almost immediately after going on sale each day at noon Eastern Time. Online comments reflect the fervor, with some users expressing enthusiasm for the novelty item, calling it 'pretty cute' and a 'conversation starter.'
Despite some humorous, albeit crude, comparisons of the nugget shape, the micro-bag trend has resonated with some shoppers. The $3.99 price point is seen as remarkably affordable compared to other novelty handbags. However, acquiring one directly from Burger King has proven challenging, with some consumers likening the difficulty to purchasing tickets through Ticketmaster and suspecting that bots may be contributing to the rapid sell-outs.
The scarcity has fueled a secondary market, with eBay listings showing 'Le Nugguette' purses being offered for hundreds of dollars. While these are asking prices and not necessarily confirmed sale prices, they highlight the item's considerable resale value. This has led some to ponder whether they should have pursued the accessory more aggressively.
Burger King appears to be embracing the fusion of fast food and high fashion. Allison Smith, vice president of marketing communications for the US and Canada at Burger King, stated that the company aimed to have fun by combining fashion and food. The purse is part of a broader business overhaul for the chain, which has been working to improve its menu items after receiving customer feedback describing the previous chicken nuggets as 'rubbery,' 'dry,' and 'disappointing.' The new recipe features 100 percent white meat chicken and a marinade intended to enhance juiciness, alongside updated sauces and the new Special Savory Sauce.