McDonald's® USA: Commitments to Offer Improved Nutrition Choices, July 2011
McDonald's “Commitments to Offer Improved Nutrition Choices” is a comprehensive plan that aims to help customers – especially children and families – make nutrition-minded choices whether visiting McDonald’s or eating elsewhere.
McDonald's Commitments to Offer Improved Nutrition Choices include:
Championing children’s well-being: McDonald’s will automatically include produce or a low-fat dairy option in every Happy Meal®. By the end of Q1 2012, we will produce apples in every Happy Meal and promote options that meet the new, rigorous Council of Better Business Bureaus Food Pledge nutrition standards. The impact will be an estimated 20 percent reduction in calories of the most popular Happy Meals, also reducing fat in those meals. We are also exploring alternatives to the automatic apples, such as other produce or low fat dairy items. In 2012, McDonald’s will also raise nutrition awareness among children and parents through national marketing initiatives. The company will promote nutrition and/or active lifestyle messages in 100 percent of its national kids’ communications, including merchandising, advertising, digital and the Happy Meal packaging. McDonald’s will also provide funding for grass roots community nutrition awareness programs.
Expanding and improving nutritionally-balanced menu choices: By 2020, McDonald’s will reduce added sugars, saturated fat and calories through varied portion sizes, reformulations and innovations. Also, by 2015, McDonald’s will reduce sodium an average of 15 percent overall across its national menu of food choices.
Increasing customers’ and employees’ access to nutrition information: McDonald’s will expand new in-restaurant, website and mobile communications, and marketing vehicles making access to this information even easier. To begin, McDonald’s is now making available its first mobile app so customers can access nutrition information on-the-go on iPhone, iPad, Blackberry, and Android devices.
Actions in support of the nutrition commitments are already underway at U.S. restaurants.
Sodium Reduction: McDonald’s has already reduced sodium by 10 percent in the majority of its national chicken menu offerings – most recently Chicken McNuggets®, a Happy Meal favorite. Sodium reductions will continue across the menu in accordance with the Company’s 2015 commitments.
New Happy Meal: McDonald’s will begin rolling out the new Happy Meal in September 2011, with the goal of having them available in all 14,000 restaurants during Q1 2012. The new Happy Meal will automatically include both produce (apple slices, a quarter cup or half serving) and a new smaller size French fries (1.1 ounces) along with the choice of a Hamburger, Cheeseburger or Chicken McNuggets, and choice of beverage, including new fat-free chocolate milk and 1% low fat white milk. For those customers who prefer a side choice of apples only, two bags of apple slices will be available, upon request.
Children’s Food and Beverage Advertising Initiative: Since 2006, McDonald’s has supported the Council of Better Business Bureaus (“CBBB”) Children’s Food and Beverage Advertising Initiative (“CFBAI”) involving a voluntary Food Pledge to only nationally advertise products to kids that represent healthier dietary choices. McDonald’s was actively engaged in the process to help develop CBBB’s recently announced more rigorous pledge standards, which include stricter sodium and sugar criteria, zero grams artificial trans fat per labeled serving, and requirements for nutrient components to encourage.
Listening Tour: To ensure that the company’s ongoing commitments are supporting parents and communities, Fields and McDonald’s U.S. executive leadership team will embark on a national listening tour in August. They will hear directly from parents and nutrition experts about how McDonald’s can play a role in this important topic. McDonald’s will launch a new online parents’ community that provides a forum for McDonald’s and parents to more frequently engage in dialog around these important topics.