McDonald's unveils nutrition-level packs

LONDON - McDonald's has revealed the redesign of its packaging that takes in nutritional information.

Design consultancy Boxer has been working with brand activation agency The Marketing Store to develop the packaging as part of the fast-food giant's global customer nutrition information initiative, unveiled last month.

Five graphic icons representing the key nutritional elements of each product will appear on all packaging.

Calories, protein, fat, carbohydrates and salt will be listed, with a graphic device in a bar chart format illustrating how the food compares with the recommended daily intake of nutrients. In Europe, the recommendations are based on Guideline Daily Amounts.

In-store materials will explain the programme to consumers and an interactive website will allow them to obtain personalised GDA information, as well as more in-depth nutritional information about products.

McDonald's has been testing the new-look packaging in several hundred restaurants around the world, including in Colombia and Spain.

The finalised packaging will go into McDonald's restaurants during the Winter Olympic Games in Turin, Italy, in February next year. It will then be rolled out to restaurants in North America, the remainder of Europe, Asia and Latin America.

McDonald's plans to have nutritional information on packs in more than 20,000 of its restaurants by the end of 2006.

The company first provided nutritional information to its customers more than 20 years ago. It currently lists details on the back of tray liners and online, but has come under pressure to give the information greater visibility in light of public concerns about increasing levels of obesity.

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