Walmart Differentiates With Exclusive Fat Burger Line

Fatburger a 60-year old burger franchise known for its Hollywood roots, will be launching its line of signature frozen beef patties in more than 3,100 Walmart stores this June.

Fatburger“In 1952, when Lovie Yancey introduced the first Fatburger in Los Angeles, her goal was to create the biggest, juiciest hamburger anyone had ever seen, and we’ve been creating burgers that way for the last 60 years,” said CEO of Fatburger, Andy Wiederhorn . “Launching at Walmart marks the first time our classic burgers will be available to families across America, bringing Fatburger to a whole new generation of customers as well as offering customers who grew up with the brand a new way to enjoy their favorite burger.”FATBURGER PATTIES

Walmart will use its own Private Brand suppliers to create the patties; Fatburger is licensing its name and recipe, which includes a specific seasoning recipe and grinds of beef. The one-third pound frozen burgers can be purchased in a six-pack box.

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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.