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Burger Rings

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Burger Rings
A small pile of Burger Rings
Product typeOnion ring–like
OwnerThe Smith's Snackfood Company
Introduced1973; 51 years ago (1973)
MarketsOceania
Registered as a trademark inThe Smith's Snackfood Company (Australia)
Burger Rings
TaglineBig burger taste (Australia)
Websitewww.smiths.com.au/brands/burger-rings
Burger Rings
Nutritional value per 100 g (3.5 oz)
Energy2,190 kJ (520 kcal)
60.6 g
Sugars2.7 g
Dietary fibre2.1 g
27.9 g
Saturated13.4 g
6.4 g
Vitamins and minerals
MineralsQuantity
%DV†
Potassium
5%
163 mg
Sodium
42%
968 mg
†Percentages estimated using US recommendations for adults,[1] except for potassium, which is estimated based on expert recommendation from the National Academies.[2]

Burger Rings are a type of onion ring–like, corn-based, burger-flavoured Australian snack food distributed by The Smith's Snackfood Company, which, in turn is owned by PepsiCo.[3]

History

Burger Rings were introduced in 1974.[4]

During the late 1990s the Burger Rings brand went through a brand overhaul, coinciding with the acquisition of The Smith's Snackfood Company by Lays. During the brand overhaul the appearance of the packet was changed to a more modernised look with bolder and sharper letters in the logo, adopting its past logo.

Ingredients

Burger Rings are made out of a combination of corn and rice. A Smith's Chips representative confirmed Burger Rings are suitable for vegans.[5]

The ingredients for Burger Rings are as follows: cereals (corn, rice), vegetable oil, maltodextrin, rice bran, salt, sugar, hydrolysed vegetable protein (soy), flavour enhancer (621), food acids (sodium diacetate, citric acid), flavour, mineral salt (potassium chloride), yeast extracts, onion powder, tomato powder. It is also stated on the packaging "Contains Gluten", "Contains Milk or Milk Products", "Contains Soy Bean or Soy Bean Products"[6] in contrast with majority of other packaging that states "may contain traces of..." which is confusing for vegans as it implies one or more of the ingredients are derived from Milk.[citation needed]

Flavours

A Bacon Flavour variant was offered in Australia, briefly.

Marketing

A memorable Star Wars-themed advertisement for the product was aired on Australian television in the early 1980s. It featured a faux Luke Skywalker character on Tatooine. After exiting his Landspeeder, he is confronted by a large group of Jawas who ask for his Burger Rings. He begrudgingly shares them only to be left with a single Burger Ring. A Jawa swiftly grabs that last one and the ad ends.

A radio ad campaign in the 1980s joked that Burger Rings were possibly made of rubber tyres concluding with the slogan "they taste good but!".

A 1989 ad aired on Australian television depicting a school chemistry experiment resulting in the creation of a single Burger Ring snack. The student who performed the experiment consumes the snack and seems to gain superpowers, developing jagged hair and a crazed look as the now-fluorescent Burger Ring bounces inside the boy's ribcage, made visible by a radiographic effect akin to X-ray imaging. This later turns out to be a daydream of the boy who has fallen asleep in a chemistry class, and continues to mix his chemicals in a sleepy haze.[7]

A 1992 ad featured a man at a bus stop who attempts to steal one of the snacks from another man's packet, only having it growl like a dog and attack his arm, making him run away past a sign that says "WARNING - BURGER RINGS BITE". The owner then shares the packet with a woman on his other side.[8]

International variants

Burger Rings are available in New Zealand under the same name, except distributed by Bluebird Foods. The New Zealand variant has a different packaging design and a similar slogan: "Full on burger flavour". They are available in 30g and 120g bags, and in 108g 6-pack multipacks.

References

  1. ^ United States Food and Drug Administration (2024). "Daily Value on the Nutrition and Supplement Facts Labels". FDA. Archived from the original on 27 March 2024. Retrieved 28 March 2024.
  2. ^ National Academies of Sciences, Engineering, and Medicine; Health and Medicine Division; Food and Nutrition Board; Committee to Review the Dietary Reference Intakes for Sodium and Potassium (2019). Oria, Maria; Harrison, Meghan; Stallings, Virginia A. (eds.). Dietary Reference Intakes for Sodium and Potassium. The National Academies Collection: Reports funded by National Institutes of Health. Washington, DC: National Academies Press (US). ISBN 978-0-309-48834-1. PMID 30844154. Archived from the original on 9 May 2024. Retrieved 21 June 2024.
  3. ^ "Subsidiaries of PepsiCo, Inc". www.sec.gov.
  4. ^ "Smiths". Smiths. Retrieved 18 June 2020.
  5. ^ Imgur. "Imgur". Imgur.
  6. ^ Imgur. "Imgur". Imgur.
  7. ^ "Burger Rings Australian commercial 1989". YouTube. 15 June 2010. Retrieved 11 September 2015.
  8. ^ "Burger Rings (Australian ad, 1992)". YouTube. 19 December 2008. Retrieved 11 September 2015.
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