McDonald's is bringing back the Hamburglar, but maybe they should rename him the Kale Kidnapper: The company announced yesterday that nine locations in California are testing breakfast bowls that include kale, reports Reuters. The chain poked fun at kale in an ad earlier this year, declaring it would never replace lettuce in a burger, nor would trendy ingredients like "soy or quinoa" replace the meat's juiciness. But that ad "was all about the big, juicy, iconic Big Mac, and this breakfast bowl test is completely unrelated," a McDonald's spokeswoman tells Fortune. The $3.99 bowl will also include turkey sausage, egg whites, spinach, and bruschetta, the AP reports. A market analyst says three salads that include kale will also be coming to McDonald's menus in Canada.
Despite McDonald's earlier mocking of the so-called "superfood," an analyst predicted in March that kale would be coming to the chain's menu as part of CEO Steve Easterbrook's plans to make it a "modern, progressive burger company." That "progressive" approach seems to have been applied to the new Hamburglar, who's a lot slimmer than the character who was last seen as a pudgy cartoon character in 2002 but appears to be a suburban dad in a new ad, CNN reports. He has had "some time to grow up a bit and has been busy raising a family in the suburbs and his look has evolved over time," a McDonald's exec explains to Mashable. (McDonald's is also getting rid of seven menu items.)
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