Our Work with the Alliance for a Healthier Generation

 

 

In September 2013, McDonald’s joined forces with the Alliance for a Healthier Generation (“Healthier Generation”) in a global effort to increase customers’ access to fruits, vegetables, low-fat dairy, and water options and to help families make informed choices. McDonald’s and Healthier Generation have worked together on five commitments related to menu offerings, menu boards, packaging, and advertising directed to children. McDonald’s pledged to implement these actions in 20 major markets by 2020.

 

Related content:

Commitment to Families

 

Commitment 1

Feature only water, milk and juice as the beverages on Happy Meal menu boards and ads directed to children.

Commitment 2

Offer a side salad, fruit or vegetable option as a substitute for fries in value meals.

Commitment 3

Offer a new fruit, vegetable, low-fat dairy or water option in the Happy Meal or use new packaging innovations to generate excitement for these options.

Commitment 4

Dedicate one panel of Happy Meal boxes or bags to communicate a fun nutrition or children’s well-being message four times annually.

Commitment 5

Include a fun nutrition or children’s well-being message in 100% of external ads directed to children.

 

Progress

 

An initial report sharing learnings and progress in two markets during 2014 was released in June 2015. A second progress report, released in September 2017, summarizes progress on these commitments for 13 markets during 2016: Argentina, Austria, Brazil, Switzerland, Germany, Italy, the Netherlands, Poland, Spain, Sweden, Taiwan, the United Kingdom and the United States. As shown below and in the 2016 progress report, we have met or exceeded the interim 2016 goals set for each of the five commitments.

 

Highlights from the 2016 Progress Report include:

  • The 13 markets that fulfilled Commitment 1 featured 37 milk, water and juice options and zero soda options in the Happy Meal section of menu boards.
  • 99% of value meal menu boards used in the nine markets listed or pictured a fruit, vegetable or side salad option, fulfilling Commitment 2.
  • The 12 markets that fulfilled Commitment 3 offered a total of 26 new sides and beverages in Happy Meals in 2016.
  • On average, the 13 markets that fulfilled Commitment 4 dedicated at least one panel of seven Happy Meal boxes or bags to a fun nutrition or children’s well-being message in 2016.
  • 97% of external ads directed to children across eight markets featured a fun nutrition or children’s well-being message in 2016, as relates to Commitment 5.

2016 Progress Report Links:

View the Interactive 2016 Progress Report

Download the Progress Report (pdf, 2.5MB)

Download the Executive Summary (pdf, 0.2MB)

 

2014 Progress Report Links:

Download the Progress Report (pdf, 2.3MB)

Download the Executive Summary (pdf, 1MB)

 

1. For Commitments 1–3, this assessment reflects an independent review of Happy Meal menu boards, in-store and external ads directed to children, and the availability of new Happy Meal menu options. It did not consider the presentation of options on self-ordering kiosks or mobile apps, relatively new technologies available in a growing number of restaurants.

2. For Commitment 5, the assessment found that four markets included qualifying messages in 100% of external ads directed to children, while four more included qualifying messages in all but one or two ads. Keybridge presented these findings to Healthier Generation, and a determination was made that the level of implementation achieved in these eight markets was sufficient to fulfill the 2106 interim goal.