McDonald s USA. nutrition JOURNEY. A 2012 Progress Report

Transcription

1 McDonald s USA nutrition JOURNEY A 2012 Progress Report September September 2012

2 What s Inside... TABLE OF CONTENTS McDonald s Summary Dashboard (from August 1, July 31, 2012) unless otherwise noted Launched in 2011, our commitments are helping customers make nutrition-minded choices Commitments to Offer Improved Nutrition Choices While we aren t done yet, we are proud of our progress Engaging in Dialogue How we re leading by first listening The Next Steps in our Journey Looking ahead to meet our goals by 2020 Timeline of Key Brand Actions Key milestones along our nutrition journey Report of Independent Accountants Independent examination of McDonald s nutritional commitment performance progress conducted by Ernst & Young Appendix A: Sodium Reduction Exceptions Appendix B: Glossary and Additional Resources I began my career at McDonald s in 1978 as a crew member. Since then, I ve seen this company evolve in many ways to keep pace with our customers needs and wants. Take our menu: Along with our iconic burgers and french fries, McDonald s serves fruit, vegetables, whole grains and low-fat dairy. I m proud of how far we ve come since the days I worked behind the counter. This past year, McDonald s took a significant step in communicating our nutrition journey. Specifically, in July of 2011, we announced our Commitments to Offer Improved Nutrition Choices, where we shared our three primary goals: champion children s well-being expand and improve nutritionally-balanced menu choices increase customer and employee access to nutrition information and education Our overall intent is to help customers especially children and families make nutrition-minded choices, whether visiting McDonald s or eating elsewhere. This report measures our progress over the past A Message From Our President year against our goals and I m proud of the strides we ve made. We re bringing new, wholesome options to our customers while encouraging good lifestyle choices. At the same time, we recognize there s still more to do. And we can t go it alone. Our founder, Ray Kroc, believed we can learn more and do more when we work with others. That s why we ve asked many people to join our journey. We teamed up with food and nutrition experts, suppliers, government and non-government organizations and consumers. As you ll see throughout this report, we re listening and responding. At the same time, we recognize that there are still many areas where we can further improve. Many people look to us as a company that can and should lead by example. We take that expectation very seriously and we re not resting. Instead, we re accelerating our efforts to help customers and employees make informed nutrition choices. Our nutrition journey will continue and we promise to bring you along with us. Janice L. Fields President, McDonald s USA 2 September September 2012

3 McDonald s Summary Dashboard 4 September September 2012

4 Automatically include produce or low-fat dairy in each Happy Meal. 1 3 McDonald s new Happy Meal launched in March of 2012 automatically includes Apple Slices, a kids size fry, and the option of a beverage including fat-free chocolate milk, 1% low-fat white milk, apple juice or a soft drink. Promote Happy Meal Options that meet the new, rigorous Council of Better Business Bureaus (CBBB) Children s Food and Beverage Advertising Initiative (CFBAI) Food Pledge standards. Fruit or vegetables are produce. (See - agricultural products collectively, especially vegetables and fruits.) Low-fat dairy is defined in Appendix B glossary. McDonald s now promotes Happy Meal options that meet the new nutritional criteria in the CFBAI Food Pledge in national kids communications. All of McDonald s nationally advertised Happy Meals offer at least 1 ½ servings of at least one recommended food group and three or more essential nutrients. Appendix B lists the five McDonald s Happy Meals that are included in our CFBAI commitment. Automatically is defined in Appendix B glossary. 2 Develop additional vegetable, fruit or low-fat dairy choices for the Happy Meal and roll out over the next few years. Nutritional : See Council of Better Business Bureau Children s Food and Beverage Advertising Initiative ( CFBAI ), Category-Specific Uniform Nutrition in Appendix B glossary. National Communications is defined in Appendix B glossary. Communication vehicles covered by this commitment are set forth in Appendix B glossary. Nutrition measurements performed are defined in Appendix B glossary. McDonald s changed from Apple Dippers (which included caramel dip) to Apple Slices (a smaller portion but no caramel dip)., which are automatically included in the Happy Meal. McDonald s changed from a 1% low-fat chocolate milk option to a fat-free chocolate milk option, going beyond the commitment for low-fat dairy. 4 Reduce sodium by an average of 15 percent overall across the national menu of food choices, excluding beverages, by Examples of fruit and vegetables are set forth by Produce for a Better Health Foundation, www. pbhfoundation.org Low-fat dairy is defined by the FDA. See 21 CFR (b)(2) and 21 CFR , et. seq., if applicable. Also, see 21 CFR for low-fat yogurt. Since early 2011, McDonald s has reduced the sodium across the national menu of food choices by 11.3% percent. Reductions in sodium occurred in the following: Regular, Quarter Pounder and Big Mac buns; most chicken menu items; low-fat yogurt and as a result of transitioning from Honey Wheat Roll to Bakery Style Bun. The following menu choices had a reduction in sodium due to changes in serving sizes McFlurry with M&M candies (12 fl oz cup) and McFlurry with OREO * Cookies (12 fl oz cup). Combined, these changes impacted 38 out of 75 McDonald s menu choices. *OREO is a registered trademark of Kraft Foods. 6 September September 2012

5 McDonald s national menu of food choices is defined as menu items offered in at least 90% of all McDonald s USA restaurants reporting menu item mix. The sodium reduction calculation is for a reporting period from February 2, 2011 to July 25, Specifically, the sodium reduction is calculated by a straight average. Non-permanent national menu items were included in the average, but were weighted based off each menu item s promotional time on the menu. Reported sodium levels, in milligrams (mg), are sourced from McDonald s USA Nutrition Facts for Popular Menu Items, which was listed on McDonald s website (updates occurred on February 2, 2011 and July 25, 2012). For the purpose of this commitment, McCafé shakes are considered a beverage. *Exceptions to sodium reduction calculations are listed in Appendix A. Nutrition measurements performed are defined in Appendix B glossary. 6 Promote nutrition and/or active lifestyle messages in 100 percent of national kids communications, including merchandising, advertising, digital and Happy Meal packaging by the end of Over 90 percent of McDonald s national paid Happy Meal TV ads, since March of 2012 include a nutrition or active lifestyle message. McDonald s in-restaurant Happy Meal toy merchandiser features pictures and messages to increase awareness of Happy Meal Apple Slices and to encourage balanced eating choices. 5 Reduce added sugars, saturated fat and calories with varied portion sizes, reformulations and innovations by 2020 The McDonald s website, specifically now includes nutrition or active lifestyle messages The Happy Meal box includes nutrition or active lifestyle messages. McDonald s has no national radio ads, third party print ads, or word of mouth advertising intended for kids. McDonald s has no national communications in third party video and computer games, DVDs intended for kids. McDonald s initiated the planning for a U.S. Task Force that will develop a plan to reduce added sugars, saturated fat and calories by Unlike calories, saturated fat and sodium, added sugar is not a universally understood term. For the purpose of this commitment, McDonald s will rely on the definition of added sugars in Appendix B glossary. Portion size is defined in Appendix B glossary. Reformulations and innovations to the menu are defined in Appendix B glossary. Nutrition measurements performed is defined in Appendix B glossary. Kids are defined as children under 12 years old. Nutrition Messages is defined in the Appendix B glossary. Active Lifestyle messages is defined in the Appendix B glossary. National Communication vehicles covered by this commitment are defined in the Appendix B glossary. Excludes network errors, unanticipated viewership by children, and inadvertent errors of less than 0.5% error associated with McDonald s actions. 7 Establish a Kids Food and Nutrition Advisory Board comprised of parents and experts in children s nutrition, education and behavior to help develop effective nutrition and active lifestyle marketing messages and programming for kids. 8 September September 2012

6 McDonald s established a global Parents Table in March, The membership is comprised of 10 parents and dads from the U.S., U.K., Australia, France, Spain, Brazil, Mexico and Taiwan. McDonald s met with the Parents Table twice to focus on how the company can play a positive role in children s well-being. McDonald s also met regularly with its Global Advisory Council (GAC), a group of 12 independent and international nutrition, health and food science experts. From January through July 2012, McDonald s met twice with the GAC to discuss how McDonald s can strengthen commitments to nutrition and children s well-being. Meet regularly (at least three times per year) with the advisory board and with experts. Advisory board provides feedback and input on McDonald s taking an active role in nutrition and active lifestyle messages and programs for kids. Meetings focused on advisory board providing feedback, input on McDonald s taking an active role in nutrition and active lifestyle messages, programs for kids. Experts in children s nutrition, education and behaviour: Professionally trained and credentialed individuals, with commensurate education and experience, in children s nutrition, education and behaviour. Nutrition: Science of food; the nutrients and substances therein; their action, interaction and balance in relation to health and disease; and the process by which the body ingests, digests, absorbs, transports, utilizes and excretes food substances. Wardaw s Perspectives in Nutrition, 8th edition Nutrition Messages is defined in Appendix B glossary. Active Lifestyle messages is defined in the Appendix B glossary. 8 Provide funding for grassroots community nutrition awareness programs. McDonald s and its independent franchisees in the New York tri-state area and in Philadelphia worked with community-based groups to help promote and encourage nutritious eating habits and physical activity. Funding defined as support (financial and/or in-kind) for events or programs related to nutrition awareness. Grassroots defined as action at the community level. Nutrition Messages is defined in Appendix B glossary. Active Lifestyle messages is defined in Appendix B glossary. 9 Expand in-restaurant, website, mobile communications and marketing vehicles making access to nutrition information even easier. McDonald s introduced a new mobile application where customers can access nutritional information for all of McDonald s food and beverages choices via their iphone, ipad, Blackberry and Android smartphones. To date, more than 290,000 people have downloaded the McDonald s app. McDonald s transitioned from Bag a Meal to My Meal Builder on mcdonalds.com, which allows for more menu item customization by customers. McDonald s also launched the Favorites Under 400 calorie menu platform to make calorie information more visible for some of our customers favorite McDonald s items at point of purchase. Nutrition information is defined as calories, total fat, saturated fat, sodium, protein, carbohydrates, cholesterol, dietary fiber, sugars, vitamin A, vitamin C, iron or calcium or some combination of the preceding elements. Nutrition also includes messaging as defined in the Appendix B glossary. Marketing vehicles are defined as mobile apps, smart phones, digital tablets and other vehicles. During late 2011 and early 2012, the Philadelphia McDonald s franchisees awarded four local schools $1,000 each to support nutrition and physical activity programming through the What We re Made Of program. In New York, McDonald s franchisees launched an initiative to provide funding to local organizations to support nutrition awareness programs. The community recipients of the New York grant program were announced in August September September 2012

7 10 Embark on a Listening Tour to hear from parents and nutrition experts about how McDonald s can play a role in nutrition. 12 Enter into an agreement with third party to attest our performance/progress against our commitment goals. Members of McDonald s management team participated in 12 listening tour stops from August 2011-July 31, Ten of the 12 stops were focused on how McDonald s can take an active and leadership role in nutrition and children s well-being. Listening tour audiences were comprised of parents, nutrition experts, college students and customers. Tour stops occurred at blogger conferences, nutrition conferences/events and online Twitter chats. Engaged Ernst & Young LLP to perform an examination and express an opinion on McDonald s assertions relating to progress on our nutrition commitments. Independent third-party firm Listening Tour audiences include parents, customers, experts in fields of food, nutrition, sustainability. 11 Launch new online parents forum for McDonald s and parents to engage on nutrition topics. McDonald s launched the Family Arches Community where members can engage with McDonald s on nutrition and well-being topics. As of July 31, 2012, more than 450 members participate in the community. Nutrition topics is defined in Appendix B glossary. Nutrition topics are posted by McDonald s in the forum at least twice per month. Interaction is defined in Appendix B glossary. 12 September September 2012

8 Commitments to offer improved nutrition choices 14 September September 2012

9 At McDonald s, we believe continuous improvement is a journey, not a destination. For more than 55 years, we ve evolved our menu to meet the changing needs of our customers. The following provides details of our Commitments to Offer Improved Nutrition Choices announcement in July Making nutritionminded choices fun and easy We re a family brand, so kids are at the heart of the nutrition commitments we made in We promised to champion children s well-being by offering more nutrition-minded menu options and by including nutrition and active lifestyle messages in our marketing initiatives. Earlier this year, we introduced our new Happy Meal, which now automatically includes a side of fruit and a kids size fry. We launched our new children s Happy Meal television advertising and Happy Meal packaging, which now features a nutrition and/or active lifestyle message in a fun and engaging way. We also added nutrition and active lifestyle information and activities on In addition, local McDonald s franchisees in New York and Philadelphia are providing funding for educational programs to give kids and families the opportunity to learn about nutrition and engage in activities that contribute to their overall well-being. My Meal Builder on McDonalds. com is an online tool that helps customers create and customize meal combinations and view detailed nutrition and ingredient information. Putting Innovation on the Front Burner Evolving our menu and continuing to offer our customers a variety of choices are top priorities at McDonald s. But it s not just about nutrition. It s about making wholesome foods taste great. It s also about preparing high-quality, greattasting food that s affordable, fun and easy. Since early 2011, our menu innovation team comprised of registered dietitians, chefs and food scientists reduced sodium across our national menu of food choices by more than 11 percent. In total, 38 of our 75 menu items across the national menu of food choices had a reduction in sodium. And earlier this year we offered customers fresh blueberries during the peak of summer when we introduced the limited-time Blueberry Banana Nut Oatmeal, expanding on our oatmeal choices for customers. Increasing Nutrition Information and Awareness Evolving the way we eat isn t easy. To motivate behavior change, nutrition should be fun and simple. 100% of our chicken menu items have been reduced in sodium When we developed our Commitment to Offer Improved Nutrition Choices, we kept that challenge in mind. Customers today are more aware of the foods they eat. Many are interested in making more nutritious choices. By making menu items from recommended food groups accessible and affordable, and by being transparent about all of our menu options, we re committed to making this goal a reality Making Nutrition Information Easy and Accessible It may be surprising for many to learn that about 80 percent of our national menu choices (including beverages) are 400 calories or less for the standard recipe (does not include sauces, salad dressings, custom orders or additional condiments). We strive to make our nutrition information accessible for today s busy, onthe-go customer. We re excited about the McDonald s mobile app we developed in With this app, nutrition information is at our customers fingertips. To date, approximately 290,000 people have downloaded the McDonald s app. For those who want more, we created My Meal Builder, an online tool that helps customers create and customize meal combinations and view detailed nutrition and ingredient information for those meals. And in July, we offered our customers a new menu platform, Favorites Under 400, that provides calorie information at point of purchase in our restaurants and in drive-thrus for some of their favorite McDonald s choices. Like our mobile app, Favorites Under 400 seeks to empower our customers and employees to make choices that are right for their calorie needs. 16 September September 2012

10 Engaging in Dialogue 18 September September 2012

11 What about the idea of a grilled Chicken McNuggets? Chicken McNuggets without the breading? Registered dietitian At McDonald s, our menu needs to reflect the changing tastes and needs of our customers. To do that, we need to stay at least one step ahead. We start by listening to customers, understanding their lives, analyzing nutritional data, and looking ahead to identify emerging trends. We consider customer insights in everything we do from taste and quality to nutrition, value and choice. Ensuring our customers voices are heard is a critical part of who we are as a brand. And today, we re engaging them in new ways like our listening tour and Family Arches Community so that we can continue to have conversations and, most importantly, listen. Have you thought about options such as different fruits? Grapes? Orange slices? Veggies? Broccoli? Cucumbers? Mom, customer when making choices overall. So we talked with parents and kids to help inform how we can make nutrition information meaningful, and easy to understand so they can apply it when making meal choices. Leading by Listening Over the past year, McDonald s executives and other key decision-makers embarked on a nationwide listening tour, seeking input from various stakeholder groups on how we can best serve our customers when it comes to nutrition, community and the environment. As of July 31, 2012, we have hosted 12 listening tour stops, 10 of which were focused on our menu and nutrition. We heard directly from attendees about how McDonald s can play a role in addressing and helping to solve important issues within each of these focus areas. Participants indicate that they see the progress we are making and encourage us to continue to identify ways in which we can be a part of the solution, make nutrition easy and offer additional choices. When communicating nutrition information to kids, we wanted to do it in a way so they would understand what nutrition and balanced eating means not just at McDonald s, but Launched publicly in February, 2012, McDonald s Family Arches is quickly becoming a thriving online community for parent engagement, with both McDonald s and among other parents. This social community for parents connects mutually-interested people in discussions about the topics most meaningful to them. In addition, it provides a vehicle for McDonald s to dialogue with parents on important topics. Finally, The Family Arches is a place for our members to hear first-hand monthly nutrition updates, participate in focus groups and provide meaningful feedback. We also introduced our Global Parents Table comprised of 10 moms and dads from around the world. Their passion for the art of parenting and their willingness to provide candid feedback is essential for the evolution of McDonald s worldwide. We re empowering these parents to share feedback regarding specific business actions and brand efforts, including initiatives around menu development, restaurant design and children s well-being. For more information about McDonald s listening tour please visit McDonalds.com/Changing. 20 September September 2012

12 The Next Steps in 22 September September 2012

13 Approximately 80 PERCENT of McDonald s national menu choices are 400 calories or less Since the introduction of Apple Slice to the Happy Meal, we anticipate introducing about 100 million cups of apples annually into the diets of our youngest customers. While we are not yet satisfied, we are proud of our progress. We re striving for excellence as we continue to accelerate our nutrition-related efforts. We believe we re doing the right things and are on-track to meet all of our nutrition commitment goals by Ultimately, many of our nutrition commitments center around the food we offer. So, in the McDonald s test kitchen, we re continuing to look for ways that we can expand menu choices and incorporate additional fruit and vegetable options. We re also testing some new choices in a small number of markets across the country that offer additional balanced meal options for breakfast like egg whites and English muffins, made with whole grains, as well as seasonal fruit. Customer feedback and demand in these communities will let us know whether these menu items will be offered nationwide. Later this year, our two Happy Meal Chef contest winners will serve as apprentices to our world-class executive chef Dan Coudreaut. They will assist Chef Dan in the kitchen to help us explore possible new Happy Meal choices. And as part of our menu innovation, we will continue to test new, nutritionminded Happy Meal entrées and sides. By 2015, McDonald s will reduce sodium an average of 15 percent overall across our national menu of food choices. And by 2020, we plan to reduce added sugars, saturated fat and calories through varied portion sizes, reformulations and innovations. In addition to menu innovation, we re also continuing to identify new ways in which we can provide our customers and our employees with nutrition information. For example, this fall we will be introducing a new nutrition education component to our restaurant employee training modules. Specifically, the program will help to better inform approximately 750,000 employees working in McDonald s and franchisee restaurants across the nation on how McDonald s food can fit into a balanced lifestyle and how they, in turn, can help better answer customer questions about our menu. And later this year, we will be offering customers updated functionality to our mobile app that will allow them to receive nutrition information on their customized menu choices. Change isn t instantaneous. But we are dedicated to helping make it easier for our employees and our customers to make smart choices every day. We want our customers to feel good about the food they eat and we re dedicated to helping them find a balance of quality, great-tasting choices at McDonald s. It takes time to create the foods that meet the taste, nutrition and quality standards of our customers and our company. It takes time to ensure that our customers around the country will embrace the changes we re making. But we are committed to being a part of the solution and to the journey ahead. 24 September September 2012

14 Timeline of Key Brand Actions McDonald s has always been committed to responding to our customers needs. We ve been a leader when it comes to nutrition information, providing our customers with information about our menu for more than 30 years. Recently, customers have told us they are trying harder to be more nutrition-minded for themselves and their families. And we listened. That s why we are accelerating our efforts to serve food people feel better about eating and to help customers make informed nutrition choices. Customers can visit McDonalds.com/Nutrition to access detailed nutritional information about our menu items Egg McMuffin sandwich becomes McDonald s first breakfast item 1973 McDonald s becomes one of the first restaurant companies to make nutrition information available 1979 McDonald s introduces Happy Meal to national menu 1996 Food & Nutrition section premiers on Fruit n Yogurt Parfait launches, offering 1/3 cup of low-fat yogurt 2004 Happy Meal choices offer kids Apple Dippers, 1% low-fat milk, and 100% apple juice 2003 New Chicken McNuggets made with all white meat appears on menus McDonald s introduces Bag-a- McMeal and Customize Your Order online Premium Salads join the menu, each offering three cups of vegetables McDonald s reduces sodium in Chicken McNuggets by 13 percent 2006 McDonald s joins Council of Better Business Bureaus Children s Food and Beverage Advertising Initiative Snack Wrap offers customers smaller portions of chicken sandwiches 2005 Nutrition information appears on Happy Meal boxes and bags McDonald s adds Fruit & Walnut salad to menu McDonald s partners with Produce for Better Health Foundation to encourage eating more fruits and vegetables 2010 Real Fruit Smoothies on McCafé menu provide up to ½ cup of fruit per serving 2008 McDonald s announces zero grams of trans fat in cooking oil 2012 New Happy Meal automatically includes Apple Slices, and kids-size fry. Fat free chocolate milk as a low-fat dairy beverage choice is also introduced McDonald s national Happy Meal television ads, in-restaurant toy merchandiser, happymeal.com website and Happy Meal box include a nutrition or active lifestyle McDonald s establishes a global Parents Table and online community, Family Arches, to gain feedback from parents on how McDonald s can play a positive role in children s well-being 2011 Fruit & Maple Oatmeal becomes latest breakfast choice under 300 calories McDonald s introduces Wholesome Starts Menu, featuring customer favorites items for 300 calories or less, including the world-famous Egg McMuffin McDonald s reduces sodium by 10 percent in the majority of its national chicken menu offerings McDonald s announces Commitments to Offer Improved Nutrition Choices a set of 12 commitments to help customers, especially families and children, make nutrition-minded choices whether visiting McDonald s or eating elsewhere New McDonald s mobile app gives customers more access to nutritional information Transitioned from Bag a Meal to My Meal Builder on mcdonalds.com, which allows for more customization by customers 26 September September 2012

15 Report of Independent Accountants McDonald s USA LLC We have examined management s assertions, included in the McDonald s Summary Dashboard of the accompanying report by McDonald s USA management titled, McDonald s USA Nutrition Journey: 2012 Progress Report, that describes McDonald s USA s progress against the nutritional commitments (i.e., ) as of and for the period from August 1, 2011 to July 31, 2012, as presented in accordance with McDonald s USA criteria listed on pages McDonald s USA management is responsible for the criteria and its assertions. Our responsibility is to express an opinion on management s assertions based on our examination. Our examination was conducted in accordance with attestation standards established by the American Institute of Certified Public Accountants and, accordingly, included obtaining an understanding of the nature of the criteria and information gathered relating to the Company s nutritional commitments and related internal controls. Our examination also included examining, on a test basis, evidence supporting the Company s assertions and performing such other procedures as we considered necessary under the circumstances. We believe that our examination provides a reasonable basis for our opinion. Nutritional data are subject to inherent limitations, given the nature and the methods used for determining such data. The selection of different but acceptable measurement techniques can result in materially different measurements. The precision of different measurement techniques may also vary. In our opinion, McDonald s USA s assertions referred to above are fairly stated, in all material respects, based on the criteria disclosed in McDonald s USA Nutrition Journey: 2012 Progress Report. September 7, September September 2012

16 Appendix A: Exceptions to the Sodium Reduction Calculations McChicken/Hot & Spicy McChicken, Biscuits/ regular & large size, Cookies, and 20 piece McNuggets Exceptions to the Sodium Reduction Calculations McChicken/ Hot & Spicy McChicken, Biscuits/ regular & large size, Cookies, and 20 piece McNuggets. 1) McChicken & Biscuits Due to differing taste preferences and competitive sets some markets have a choice of offering 1 of 2 products. a. McChicken / Hot & Spicy McChicken Due to customer taste preferences in the western part of the U.S., some markets offer the Hot & Spicy McChicken instead of the McChicken. This sandwich uses the same chicken patty but uses a different coating / breading. Both menu items are considered a core menu item but are not sold in at least 90% of all restaurants. The sodium levels used in our calculations is an average of these 2 products (McChicken )800mg +(Hot & Spicy)1,030mg/2 = 915 mg b. Biscuits / regular or large size Due to customers preference for biscuits in the southern part of the U.S., some markets have chosen to offer our biscuit sandwiches and breakfast platters* with a larger biscuit instead of the regular biscuit. The data provided by our Point of Service (POS) systems (via Market Analytics) does not specify which size biscuit was sold. To accommodate for this we have taken an average of the 2 sodium levels for each product i.e. Sausage Biscuit Sandwich calculation was (regular Biscuit) 1,080mg + (large Biscuit) 1,190mg/ 2 = 1,135mg. 2) Cookies We currently offer 3 flavors of cookies (Chocolate Chip, Oatmeal Raisin & Sugar Cookies). Cookies are offered individually, in 3 cookie packs or 13 cookie pack totes. Because of the number of possible flavor combinations, the number of cookies sold (i.e. 1 cookie, 3 pack etc.) is recorded in our POS system rather than the flavor of the cookie. While we know that all cookies are offered in 90% of restaurants, we do not have the number of restaurants selling each flavor. We Appendix B: Glossary and Additional Resources Active lifestyle messages include messaging about physical activity or other health-promoting activities. Added sugars is defined as sugars, syrups and other caloric sweeteners that are added to foods during processing, preparation or consumed separately. Added sugars sweeten the flavor of foods and beverages and improve their palatability. They are also added to foods for preservation purposes and to provide functional attributes such as viscosity, texture, body and browning capacity. Added sugars do not include naturally occurring sugars such a those in fruit or have decided to include the specific sodium for each cookie flavor even though each cookie flavor doesn t meet our at least 90% of restaurants selling criteria. 3) 20 piece McNuggets are offered in at least 90% of McDonald s restaurants and are included in the calculations. McDonald s restaurants no longer carry the 20 piece McNuggets box / packaging so when a customer orders the 20 piece McNuggets they are given 2 boxes of 10 piece McNuggets. Because the 20 piece McNuggets box / packaging is no longer available, it is not listed separately in McDonald s USA Nutrition Facts for Popular Menu Items documentation. Please note single packets and single servings of condiments, salad dressings & sauces** are not included in calculations. Condiments and sauces that are part of the standard menu recipe are included. Footnotes *Biscuit Breakfast Sandwiches = Bacon, Egg & Cheese Biscuit Sandwich, Sausage Biscuit Sandwich, Sausage Biscuit w/ Egg Sandwich and the Southern Style Chicken Biscuit Sandwich and Breakfast platters, i.e. Big Breakfast and Big Breakfast with Hot Cakes. ** Condiments = Salt packet, ketchup packet, sugar packets, Lowfat Caramel Dip, honey, peanuts (for Sundaes), buttered garlic croutons, hotcake syrup, whipped margarine (1 pat), grape jam, coffee creamer, strawberry preserves, EQUAL 0 Calorie Sweetener and SPLENDA No Calorie Sweetener Salad dressings = Newman s Own Creamy Southwest Dressing, Newman s Own Creamy Caesar Dressing, Newman s Own Low Fat Balsamic Vinaigrette, Newman s Own Low Fat Family Recipe Italian Dressing, Newman s Own Ranch Dressing and Newman s Own Low Fat Sesame Ginger Dressing. Sauces = Tangy Barbeque Sauce, Hot Mustard Sauce, Sweet N Sour Sauce, Spicy Buffalo Sauce, Creamy Ranch Sauce, Honey Mustard Sauce, Chipotle Barbeque Sauce, Hot Habanero Sauce and Sweet Chili Sauce. milk. Dietary Guidelines for Americans, th edition. USDA and USDHHS. accessed May 11, Added sugars do not include naturally occurring sugars such as those in fruit, fruit juice or milk. Automatically is defined as included as part of the standard configuration, allowing for customers to opt out of inclusion per request. Communication vehicles covered by nutrition commitments three and six are national TV, radio, third-party paid print, company-owned websites, third-party paid internet, Happy Meal boxes, video and computer games, DVDs, cell phones and PDAs, word of mouth advertising and the toy merchandiser (display in McDonald s restaurants that features the current Happy Meal toys). For TV, radio and third-party paid internet, communications directed to children under 12 years old means: 1) National media purchased according to Nielsen standard demographics for audiences under 12 for television and internet and media purchased according to Arbitron standard demographics for audiences under 12 for radio; or 2) National media purchased for any program or website where the audience generally consists of 30% or more of children under the age of 12 years. McDonald s owned websites covered by this commitment are those national websites primarily directed to children under 12 years old. This includes happymeal.com and mcworld.com Video and computer games covered by this commitment are those rated Early Childhood or EC or that are age graded on the label or packaging as being primarily directed to children under 12 years old. DVDs covered by this commitment are G-rated movies that are primarily directed to children under 12 years old, and other DVDs whose content is primarily directed to children under 12 years old. Cell phone and PDAs communications covered by this commitment are those national communications primarily directed to children under 12 years old. Word of Mouth: communications covered by this commitment are as defined in the CFBAI: bbb.org/us/enhanced-core-principles/ Council of Better Business Bureau (CBBB) Children s Food and Beverage Advertising Initiative Food Pledge Standards: McDonald s 2012 Restated Pledge: mcdonalds-usa-llc/ Innovations are defined as the introduction of new or reformulated menu choices. Interaction is defined as reading, posting comments and sharing nutrition related content. All interactions are measured within the administrative tools of the forum software. McDonald s Happy Meals the five Happy Meals that meet the CFBAI Food Pledge and that offer at least 1 ½ servings of at least one recommended food group and three or more essential nutrients are: 4 Piece Chicken McNuggets Happy Meal with kids size fries, Apple Slices and 1% low-fat white milk 4 Piece Chicken McNuggets Happy Meal with kids size fries, Apple Slices and fat-free chocolate milk 4 Piece Chicken McNuggets Happy Meal with kids size fries, Apple Slices and Apple Juice Box Hamburger Happy Meal with kids size fries, Apple Slices and fat-free chocolate milk Hamburger Happy Meal with kids size fries, Apple Slices and Apple Juice Box These meals also meet the CFBAI s criteria on Nutrients to Limit : Meals that are 600 calories or less Meals that contain 10% or less saturated fat Meals that contain 740 mg or less of sodium Meals that contain 20/15 grams or less of total sugars Low-fat dairy is defined as a milk-based or protein-based (including soy) food meeting the definition of (1) low fat under 21 CFR (b) (2) or (2) low fat yogurt under 21 CFR National communications is defined as any commercial message paid for and approved by McDonald s USA and its affiliates, in TV, radio, third-party paid print, company-owned websites, third-party paid internet, video and computer games, DVDs, cell phones, PDAs or word of mouth advertising that is disseminated to all or a substantial portion of the United States. National advertising does not include point of sale materials (i.e., menus, tray liners, kiosks, signs, food wraps, boxes, bags, packages). However, national communications does include messaging on the Happy Meal box itself and the Happy Meal toy in-restaurant merchandiser for commitment six. Nutrition messages include messages that encourage consumption of fruits, vegetables, low fat dairy, whole grains or lean meats. Nutrition messages also include portion control, food groups and nutrients, eating a balanced diet, eating a diet from the MyPlate food groups (fruit, vegetable, protein, dairy and grains), hydration, or any message encouraging improved nutrition choices for food and beverages. For more detailed information about dietary recommendations, food groups, individual nutrients and food components, and nutrient-dense foods and beverages, please visit: Dietary Guidelines for Americans, 2010 U.S. Department of Agriculture MyPlate Produce for Better Health Foundation Dairy Management Inc. The Whole Grains Council Nutrition measurements, performed by an independent thirdparty laboratory in accordance with AOAC INTERNATIONAL and McDonald s Nutrition Procedure Manual, are wellestablished standards and methods for chemically analyzing the contents of foods and beverages, that include but are not limited to calories, sugars, lipids(fats) and sodium. Nutrition topics are defined as articles, discussion threads, surveys and other electronic content posted by McDonald s that encourage conversation about nutrition, health and/or active lifestyles. Portion size is defined as the amount of food served or consumed in one eating occasion. Dietary Guidelines for Americans, th edition. USDA and USDHHS. www. dietaryguidelines.gov Accessed May 11, Reformulations are defined as any change or modification to a formulation or recipe component of a menu choice McDonald s All trademarks used herin are the property of their respective owners 30 September September 2012

17 32 September McDonald s