McDonald's adds healthy options with adult Happy Meals

by Staff,, Brand Republic 29-Jan-04, 08:30

NEW YORK - McDonald's is to introduce an adult version of its Happy Meal in the US, which features healthy options such as bottled water instead of fizzy pop, a salad and a fitness guide.

According to a Reuters report, the grown-up Happy Meal could be available nationally in the US later this year after being tested in Indiana. The company has introduced the new menu in response to concerns about health and the growing problem of obesity.

As well as offering a main course-sized salad, the Go Active Happy Meal includes a pedometer to encourage people to walk more and a fitness guide from Bob Greene, the fitness trainer responsible for helping Oprah Winfrey get in shape.

Reuters reports that Larry Light, McDonald's global chief marketing officer, said: "All the research says I should be able to go to McDonald's and have choices. We will have choices of the best-selling ideas."

In the recent past, McDonald's has faced a lawsuit brought by two US teenagers who said that it was one of several fast-food chains responsible for their obesity. However, the suit was eventually thrown out of court.

A global advertising campaign based on the theme "I'm lovin' it" has helped turn around sales at the company, but more bad publicity followed this week with news that a man has made a documentary about what happened when he decided to eat only food from McDonald's for 30 days straight.

Called 'Super Size Me', it shows how Morgan Spurlock went from lean to fat, gaining 25 pounds, losing his libido, becoming depressed and seeing his cholesterol level rise and liver function fall after a month living on McDonald's food. Spurlock is looking for a distributor for his film.

McDonald's announced yesterday that it had hired Eric Leininger as head of global business research. He joins from Kraft Foods North America where he was senior vice-president of marketing services, responsible for consumer insight, advertising, marketing and promotions for more than 100 food brands. He reports to Larry Light.

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