McDonald's drops controversial 'supersize' servings

7.33am - By DEBORAH COHEN

CHICAGO - McDonald's Corp, battered by criticism of its fatty foods, says it will eliminate Supersize french fries and soft drinks by the end of the year, part of a swing toward pleasing health-minded customers and simplifying its menu.

McDonald's Supersize option, which includes a 7-ounce fries carton and 42-ounce fountain soda, has been targeted by critics as contributing to a growing obesity crisis in the United States.

The world's largest fast-food company said today it is making the menu changes to "support a balanced lifestyle" approach that is in keeping with other recent moves to promote healthier behaviour. These include a planned national launch of a Happy Meal for Adults which comes with advice from a fitness expert.

"I think it's somewhat of a PR move," said Harris Nesbitt Gerard analyst Matthew DiFrisco of the company's decision. "But by simplifying the menu, you gain efficiencies and cost reductions, the back-of-the-box type stuff."

A new documentary film, called Super Size Me illustrates the negative effects of over-consumption of McDonald's food. The film has not yet been released.

A McDonald's spokeswoman said that the menu changes are not related to any impact of the film on public awareness.

"They had no connection whatsoever," said the spokeswoman, Lisa Howard.

The company has been reducing complexity of its menu, part of a broader push to improve operations and service in its more than 13,000 US restaurants.

"You assist in reducing the labour overhead, demands of the kitchen, and also speed of service, which is very important," DiFrisco said.

Analysts said the change will allow McDonald's to continue its emphasis on foods with higher-quality ingredients and better profit margins, such as entree-sized salads and all-white-meat Chicken McNuggets.

In recent months, McDonald's has been attempting to align its brand with an active lifestyle, highlighted by a new global advertising campaign called "I'm Lovin' It." Launched late last year, the ads feature hip-hop music and a range of lifestyle scenarios shot outside its restaurants.

McDonald's and several of its rivals, including Wendy's and Burger King, have also been progressively offering more foods that diverge from traditional fast-food fare, such as entree-sized salads, chicken sandwiches, fruit and milk for children.

Those changes come as concern over corporations' responsibility for public health has been growing. Last year, McDonald's was the target of a high-profile lawsuit filed on behalf of teenagers who alleged its food was the cause of their obesity. The suit was twice dismissed from federal court.

A public health advocate gave McDonald's plans conditional support.

"McDonald's made a move in the right direction by stopping sales of supersized french fries and soft drinks," said Michael Jacobson, director of the consumer-advocacy group Center for Science in the Public Interest in a statement.

"I hope it is an indication that the company is paying more attention to obesity, heart disease, and other diet-related diseases," he said, adding that he hoped other fast-food companies would quickly follow suit.

McDonald's said that the Supersize drinks will still be available as a promotional option.

The Supersize fries contain 610 calories, 29 grams of fat, 390 milligrams of sodium and 77 grams of carbohydrates, according to analysts.

McDonald's shares were up 23 cents at $28.65 on the New York Stock Exchange on Wednesday afternoon (NY time).

- REUTERS