McDonald’s, Disney Rekindle Old Ties

McDonald’s USA and the Walt Disney Company announced their promotional alliance in time for the long-awaited “Incredibles” sequel, which will hit the theaters on June 15 , followed by Ralph Breaks the Internet: Wreck-It Ralph 2 on November 21.

Disney severed ties with McDonald's in 2006 after the restaurant was faced with criticisms over the calorie-content of its Happy Meal

This rekindled alliance comes after more than a decade of severed ties. McDonald’s and Disney parted ways in a time when childhood obesity rates skyrocketed, with the fast food restaurant blamed for the calorie-laden meals.

Earlier this month, McDonald’s said that it was buffing up its Happy Meal menu to offer improved meal selections with lower calories, sodium, saturated fat, and sugar. In other words, they will be ditching cheeseburgers and chocolate milk from the kids’ menu.

These items will still be available, but they will not be put on the menu, lessening the chance that they will be ordered.

“McDonald’s commitment to balanced Happy Meals allows our two companies to collaborate on new ways to bring the magic of Disney to McDonald’s consumers,” said Tiffy Rende, the senior vice president of corporate alliances at Disney.

“We recognize the opportunity that we have to support families as one of the most visited restaurants in the world, and remain committed to elevating our food, celebrating the joy of reading, and helping those in need,” said Steve Easterbrook, McDonald’s President and CEO.

Easterbrook also said that they hope that these actions will “bring more choices to consumers and uniquely benefit millions of families.”

In 2006, Disney began developing its nutrition guidelines and then they expanded the initiative in 2012. Disney advocated the consumption of fruits, vegetables, whole grains, lean protein, and low-fat dairy, while imposed limitations on the number of calories, saturated fats, sugars, and sodium.

The company also issued enhanced standards on the advertisement of food to kids and families.

“All food and beverage product advertised, sponsored, or promoted on Disney-owned TV channels where more than 25 percent of the audience is ages 12 and younger, and online platforms that are directed to children and families, are required to meet Disney’s nutrition guidelines,” said the press release issued on February 17, 2018.

Meanwhile, it’s not McDonald’s first time to tinker with its Happy Meals. In previous years, the company has shorten the size of its fries, stopped the use of antibiotics from its chicken nuggets, offered fruit options, and removed soda from the Happy Meal.

McDonald's has made improvements on its food offerings.

McDonald’s has seen 14 percentage point increase in its Happy Meals since 2013.

“McDonald’s and Disney are two beloved family favorites and together with this alliance, we will create memorable moments for families,” said Morgan Flatley, McDonald’s USA Chief Marketing Officer. “As we continue to build a better McDonald’s, this relationship combines ingenuity in food and entertainment to encourage more balanced meal selections in our Happy Meals and inspire families in fun and innovative ways.”

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