US fastfood giant McDonald’s has said it will roll out several new enhancements to its worldwide Happy Meal programme in 2004, including expanded menu choice and a new global package design.
Larry Light, McDonald’s chief marketing officer said the changes were needed to make sure the brand is up to date with today’s customers.
New additions to the Happy Meal menu will include fruit cups in Italy, Dannon low-fat yoghurt in Spain, toasted cheese and tomato sandwiches and sultanas in Australia, organic milk in the UK, Fish McDippers in Japan, yoghurt smoothies in France, grilled cheese sandwiches in Canada, Dannon yoghurt, apples, Nesquik cereal bars, and mini apricot pies in Romania and Apple Dippers in the US.
New packaging will feature new Happy Meal graphics, created by Boxer, a firm headquartered in Birmingham, UK.
The Happy Meal changes will be phased into McDonald’s outlets around the world during 2004, the company said.