Global Rollout

McDonald’s Corporation has launched its long-awaited global rollout of nutritional labeling just in time for the 2006 Olympic Winter Games in Torino, Italy --- which means that consumers who order quarter pounders with cheese, fries and large sodas will know what they are getting in terms of calories, sodium and cholesterol, among other things.

At least, that’s the theory behind the new labels, which will be printed on disposable packaging.

The 26 McDonald’s restaurants in Torino are the first in the world to feature the new labeling --- the latest step in what the fast food giant describes as an ongoing effort to help consumers make more informed eating choices.

Aside form calories, cholesterol and sodium, labeling icons will also be included for protein, fat and carbohydrates.

Background information in the form of pamphlets and tray liners also will be included to help consumers better understand the new labeling. Throughout the Olympic Games, McDonald’s also plans to include kiosks in some restaurants to help consumers gain a clearer understanding of the new labels.

The new labeling has garnered mixed reviews among public watchdog groups and consumer advocates. The Center for Science in the Public Interest, for example, considers the new labeling underwhelming. Instead of printing the nutritional information on disposal wrappers, the Center maintains, McDonald’s would better serve its consumers by labeling menus instead, forcing customers to ponder the “nutritional reality” of the fare before they order.

McDonald’s claims to be the world’s largest food service retailer with more than 30,000 local restaurants serving nearly 50 million customers in more than 100 countries each day.

Posted by Jim Langcuster at February 7, 2006 03:46 PM | TrackBack