In partnership with the Alliance for a Healthier Generation, McDonald’s made five commitments in 2013 to increase customers’ access to fruit and vegetables and help families make informed choices. This commitment represents more than 85% of McDonald’s global sales and spans through 2020.
Keybridge, an independent public policy economic consulting firm, released the first annual report on McDonald’s progress in June 2015. This report focuses on two markets (our largest market, U.S.; and Italy). Results confirm that these markets are well-positioned to meet all of the commitments, and highlights include:
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COMMITMENT 1: Feature only water, milk and juice as the beverage in Happy Meals on menu boards, in-store, and in external Happy Meal advertising.
Progress: Since sodas were removed from the Happy Meal section of U.S. menu boards, milk and juice selections rose 9%. Before the change, 37% of Happy Meal orders included milk or juice. After the change, that percentage increased to 46%. Overall, this contributed to serving 21 million additional milk jugs and juice boxes in Happy Meals and a la carte. During the same period, Happy Meal orders with soda decreased from 56% to 48%.*
* July 2014 to May 2015 compared to July 2013 to May 2014
COMMITMENT 2: Offer customers a choice of side salad, fruit or vegetable as a substitute for French Fries in value meal bundles.
Progress: Currently, 83% of U.S. and 96% of Italy’s McDonald’s restaurants offer a side salad, fruit or vegetable instead of fries as part of value meal bundles.
COMMITMENT 3: Generate excitement for fruit, vegetable, low/reduced-fat dairy, or water with Happy Meal packaging innovations and designs or by introducing new options in the Happy Meal.
Progress: McDonald's Italy saw a steady increase in fruit orders over the last two years. McDonald’s USA has introduced new Happy Meal options which resulted in serving 161 million tubes of Go-GURT® Low Fat Strawberry Yogurt** and 38 million Cuties Clementines*** in Happy Meals and a la carte.
** July 2014 to May 2015
***Nov 2014 to March 2015
COMMITMENT 4: Use Happy Meal box or bag panel to communicate a fun nutrition or well-being message four times annually.
Progress: Both Italy and the U.S. have exceeded the four box panels that were required since the 2013 announcement
COMMITMENT 5: Include a fun nutrition or well-being message in 100% of advertising directed to children.
Progress: The U.S. and Italy are more than 99%**** compliant with this commitment
(****The remaining ads shown during child-directed programs represent programming errors or unexpectedly high viewership among children.)