McDonald’s launches major new look Breakfast menu
UK Press Releases
October 5, 2004
Porridge, bagels and fruit toast set to join the classic favourites
Mornings are set to look different at McDonald’s as the company launches a new look breakfast menu – the biggest change since the range was first introduced 22 years ago. The six new choices including OatSo Simple Porridge, bagels, fruit toast, muffins (two of which are low fat), Kenco Premium Coffee and Tropicana Orange Juice, will join old favourites to offer greater variety than ever before.
The range, to be launched in 1240 restaurants across the UK from 11th October, heralds the latest in a series of additions to the menu over the last 18 months in response to customers changing tastes.
Spokeswoman for McDonald’s Amanda Pierce said: “Our research shows working adults are grabbing breakfast on the move more often these days. While our famous breakfast menu is something, which remains hugely popular, we felt it was time to introduce a wider range of new options to satisfy every taste – echoing our other recent menu developments. I don’t think anyone would have envisaged seeing porridge on the menu at McDonald’s, but this goes to show the steps we are taking to deliver the menu choices we know our customers want to see.”
The move sees the introduction of a number of major brand names to the menu. Kenco coffee joins the menu after research proved it was preferred by almost two thirds of customers. The launch is supported by significant capital investment in top of the line coffee machines in store, delivering bean to cup top quality Cappuccino, Latte, black and white coffees at excellent McDonald’s value.
OatSo Simple, the UK’s leading porridge also makes its debut at McDonald’s. Karen Goffe, PepsiCo Marketing Director, Cereals commented: “We are delighted to be working with McDonald’s. OatSo Simple is already a fixture on breakfast tables across the UK but the extra scope and opportunity this provides us with is fantastic and we know it will be a welcome addition to the menu for customers.
This is a unique move for a quick service restaurant and shows McDonald’s is not afraid to innovate with the choices on its menu.
Following extensive customer trials Tropicana Orange Juice will also be launched after it was revealed to be the most popular brand amongst consumers.
Nutritionist Anita Bean commented: “I’m delighted to see McDonald’s launching this new range. Breakfast really is the most important meal of day, kick starting your metabolism and bolstering energy levels to prepare you for the day ahead. In our increasingly hectic lives it’s crucial we start the day well, and Porridge is an ideal choice – both nutritious and filling. As we all struggle to get moving in the mornings, breakfast is being forgotten, so to see these new options on the menu at our local McDonald’s will hopefully encourage a few more people to start the day properly.”
The new options include lighter choices such Porridge at under 200 calories and 5.4g fat, while a bagel and Philadelphia light comes in at 318 calories and 5.9g fat. The full range of options also includes existing menu items such as fruit bags and the fruit and yoghurt.
For more information please contact:
Amanda Pierce / Sian Smith
McDonald’s Press Office UK
tel: 020 8700 7320
commscoordinator@uk.mcd.com
Did you know….?
· Our hamburgers are made from 100% beef, free from any additives, fillers, binders and flavour enhancers (we do add a little salt and pepper seasoning after cooking). Last year over 24,000 British and Irish farmers were approved to supply us with forequarter and flank cuts of beef.
· In March 2004 we launched the Salads Plus range – the biggest change to our menu in 30 years. The range includes salads, sandwiches, mineral water and a fruit and yoghurt dessert. The Grilled Chicken Salad and Balsamic Dressing comes in at under 250 calories.
· We cook our products in 100% rapeseed oil and since 1998 have reduced the trans-fatty acid levels by over 50%
· All the eggs we use in our breakfast products are free-range
· Since launching fruit bags in April 2003 we have become one of the leading retailers of pre-prepared fruit in the UK. Our fruit bags meet one of the DOH's recommended five portions of fruit and vegetables a day
· Our milk sales have increased by 26% since launching organic semi-skimmed milk in February 2003
