In what the fastfood giant calls "a move to up transparency, provide consumer-focused educational pro- grammes and promote balanced, healthy lifestyles", nutritional information will be added to packaging using a specially-designed and easy-to-understand icon and bar chart format.
This comes as part of a global initiative by the company to provide consumers with information to make educated decisions about the food they choose to eat.
"Our aim is to provide our customers with the most easy-to-understand information on the wide range of menu options we have at McDonald's in China, so we are literally putting it into their hands," said Gary Rosen, vice-president and chief marketing and corporate affairs officer for McDonald's China.
Labels will include a breakdown of nutritional elements, including calories, protein, fat, carbohydrates and sodium, with educational tools being introduced to help consumers interpret the facts in terms of daily nutritional requirements. This information will also be available on McDonald's website, in brochures and in-restaurant communications.
"We have a wide range of choice, variety and portion sizes on our menu," added Rosen. "This new nutritional information will make it even easier for consumers to select items that meet their taste preferences and nutritional requirements."
After being the target of bad press following the worldwide release of the documentary Super Size Me in 2003, which highlighted the health risks associated with eating fastfood, McDonald's introduced lighter options, including the 'Fresh Choices Menu', which launched in November last year. The new menu launched with a campaign emphasising the use of fresh ingredients.
In the US, the brand also gave its mascot Ronald McDonald a makeover to make him appear sportier, in a move to encourage children to take up a more active lifestyle. The mascot starred in a recent TV campaign that showed him playing sports with children with no sign of the quintessential McDonald's burgers and fries.
McDonald's has more than 700 restaurants in China and has been in the market since 1990.
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McDonald's responds to nutritional changes
McDonald's is to include nutritional information labels on its product packaging across China, including Hong Kong, by the end of 2006.
