As with most new food trends, interest in the exclusive fish eggs is being driven by online influencers and celebrities
General view of the Burger King restaurant, at rue La Boetie, in Paris.
Image: Edward Berthelot/Getty Images
When Burger King announced it was selling caviar with nuggets at its French restaurants on April 1, many people assumed it was an April Fool's joke.
But as news spread on social media, buyers rushed to try one of the world's most expensive delicacies paired with a humble and highly commoditised piece of deep-fried chicken while limited stocks lasted.
For 19 euros ($22), they got seven nuggets, mayonnaise and a 10-gram (0.35-ounce) pouch of Chinese-origin caviar from the Astana brand, which explained it had worked with the fast-food giant to "make the caviar of chefs available to as many people as possible".
It was a marketing coup—the story quickly went viral after being picked up by French news outlets—but it also revealed how the image of caviar as an out-of-reach luxury product is rapidly changing.
As with most new food trends, interest in the exclusive fish eggs is being driven by online influencers and celebrities.