Burger King promises its new burger will give you nightmares

The fast-food chain performed a sleep study to test the ghoulish effects of its latest burger, touting science claims that the new creation won’t lead to a pleasant night’s sleep.

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Does what you eat affect your dreams?

Burger King is promising a night of spooky entertainment—in your dreams—with its latest burger, the Nightmare King, which features a bright green bun. The promotion, just in time for the Halloween season, is backed by science.

Adweek wrote:

The chain, along with creative shop David Miami, conducted a sleep study in partnership with the Paramount Trials as well as the Florida Sleep and Neuro Diagnostic Services to find out just how scary its new burger is (because we fear burgers this time of year?). Using 100 participants for 10 nights Burger King asked participants to eat its burger and then tracked their heart rate, brain activity and breath.

“According to previous studies, 4 percent of the population experiences nightmares in any given night,” said Dr. Jose Gabriel Medina, the somnologist and lead doctor behind the study, in a statement. “But, after eating the Nightmare King, the data obtained from the study indicated that the incidence of nightmares increased by 3.5 times.”

Trick or treat? Burger King promises the scientists and the people who participated in the sleep study are real.

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