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HONOLULU — For many Americans, spam is a four-letter word for unwanted e-mail. In Hawaii, Spam is a beloved comfort food. Hoping to cash in on Hawaii's love affair with the pinkish meat product, Burger King Corp. last month began offering Spam for breakfast - going head-to-head with rival McDonald's Corp., which has been featuring Spam in the islands for years.

Burger King's latest offering is counter to the chain's push to offer healthier fare. But no one can deny Hawaii's appetite for Spam. Hawaii leads the nation in consumption of the Hormel Foods Corp. product, and more varieties of Spam are sold in Hawaii than anywhere else.