Burger King is selling a bag shaped like its chicken nuggets for $3.99. The fast food chain calls it Le Nugguette, and it is exactly what it sounds like: a tiny accessory bag modeled after the chain’s revamped nuggets, priced the same as a four-piece order. The launch comes shortly after Burger King rolled out its new chicken nuggets and updated dipping sauces nationwide.
The Le Nugguette Details
Le Nugguette will be sold in extremely limited quantities. Only 100 bags are available each day during its five-day release, from September 12 through September 16. The bags drop at 12 PM ET each day, exclusively through the Le Nugguette website. Purchases are limited to one per household, and supplies will be available while they last.
Each order comes with the micro-bag and one of four pre-selected charms based on Burger King’s dipping sauces. The possible charms are:
- Honey Mustard
- Buffalo
- Sweet & Sour
- Special Savory, the chain’s new sauce
Buyers will also receive a code redeemable for a four-piece order of Burger King’s new chicken nuggets. That code is the practical part of the deal: a free nugget order attached to a fashion statement.
What Burger King Says About It
Allison Smith, Vice President of Marketing Communications for Burger King US&C, explained the thinking behind the launch. “Burger King and our new Chicken Nuggets are having a moment,” she said. “As we launch our new, high-quality Nuggets, we wanted to have some fun and bring fashion and food together during one of the biggest moments in fashion, amplifying our latest menu innovation in a way only Burger King could.”
The launch follows the nationwide rollout of the revamped nuggets and updated sauces. The chain says the menu changes are among several recent moves stemming from its customer feedback initiative, alongside changes involving the Whopper and its Whopper Guarantee.
The Numbers Behind Le Nugguette
The key facts of the launch are simple to state:
- Price: $3.99, matching the cost of a four-piece order of nuggets
- Availability: 100 bags per day, five days total
- Drop time: 12 PM ET each day
- Website: Le Nugguette website only
- Code: redeemable for a four-piece order of new chicken nuggets
Why This Is Funny
The whole thing is absurd on purpose. A fast-food chain is treating a chicken nugget as a luxury item, and the bag is literally small enough to hold a nugget. The charms are a nice touch — Buffalo, Honey Mustard, Sweet & Sour — but the main joke is that anyone buying this is doing it for the social media post, not the actual bag.
Burger King is trying to ride two trends at once: the moment around its new nuggets and the broader moment in fashion. The company is betting that young customers will share a photo of themselves holding a tiny bag that looks like a nugget.
It is a clever stunt, and it is the kind of thing only Burger King would try. The question is whether anyone actually wants one. The bag is cute, the price is reasonable, and the nugget code is a bonus. But a bag shaped like a nugget is not a product people need, and that is the whole point of it.
Burger King is having a moment with its new nuggets, and the chain is leaning into it with a bag that is equal parts marketing and novelty. The launch runs from September 12 through September 16, with 100 bags dropping each day at 12 PM ET.