McDonald's to reduce salt on french fries by 50%

In Ireland the fast-food chain is reducing the salt in its french fries by 50%, a level that could be replicated in the UK. The company will also reduce the levels of trans-fats contained in the vegetable oil it uses to 0%. Both changes will take effect in a "matter of weeks", according to the company.

The initiative is part of an ambitious list of "10 commitments" made by the firm, covering issues such as healthy eating, employment and the environment.

McDonald's has already reduced the salt content of its Fries in the UK by 24% and the salt in Chicken McNuggets by 30%, but health campaigners believe further cuts should be made. The company described the changes as an "ongoing process".

By contrast, last year Burger King pulled out of a Food Standards Agency drive to cut levels of salt, fat and sugar in its food under pressure from its US head office.

McDonald's posted an 8.8% increase in sales across Europe last month. It attributed the rise to "initiatives surrounding menu choice, variety and value along with relevant marketing".

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This article was first published on Marketing