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McDonald’s revamps packaging

By Carina Perkins , 22-Jan-2013

Burger giant McDonald’s has relaunched its packaging, incorporating QR codes which will give customers access to nutritional information via their mobile phones.

The newly designed carry-out bags and beverage cups will be introduced in the US this month, before being rolled out across the company’s global restaurants throughout the year.

Kevin Newell, McDonald’s chief brand officer, said: “Our new packaging is designed to engage with customers in relevant ways and celebrate our brand,”

“Customers tell us they want to know more about the food they are eating and we want to make that as easy as possible by putting this information right at their fingertips.”

McDonald’s first introduced nutritional information on its packaging during the 2006 Olympic Winter Games in Torino, Italy. The information is now available on menu boards, tray-liners and brochures, as well as through online platforms.

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