McDonald's bows to critics over fatty salad dressing

Mark Sweney,, Marketing, Tuesday, 21 December 2004, 8:30am,

LONDON - McDonald's has caved in over criticism of the fat content of its Salads Plus menu by replacing its dressings with low-fat, low-calorie versions.

Salads Plus, which was launched in March, was heralded as a key defence against anti-obesity lobbyists, demonstrating that the fast-food company was offering healthy meal options alongside its burgers and fries.

However, the most radical shake-up of McDonald's menu in 20 years came under fire from nutritionists when it transpired that some combinations of Salad Plus meals contained more fat than a typical burger meal.

The reduced-fat products will be backed by a major promotion in McDonald's UK restaurants from 17 January.

The change is the result of a review, called the "listening campaign", led by chief executive Peter Beresford. He is conducting a tour of 13 UK cities until February, gathering consumer feedback that will inform the company's product innovation and marketing strategy.

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This article was first published on Marketing