• Brandweek, Wednesday, February 8, 2006 11:30 AM

McDonald's is coming clean. The fast food marketer will start listing nutrition information on its packaging, beginning this week at its 26 restaurants in Torino, Italy, where the Winter Olympics are being held. For example, consumers will now know from looking at the wrapper that a Quarter Pounder with Cheese has 730 calories, 1,330 mg of sodium, 160 mg of cholesterol and 40g of fat. The move is designed to help consumers make more informed choices about their diets, said Mike Roberts, McDonald's president and COO. "We listen closely to our customers and understand how important transparency is to them." In the U.S., four test restaurants now feature the new packaging, with the national rollout beginning this month. This year, 20,000 McDonald's restaurants worldwide will feature the new packaging. The remaining 10,000 will update its packaging "when it becomes locally relevant and commercially feasible," the company said.

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