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McDonald’s aims for pizzazz with new packaging

mcdonalds 2016 packaging

Adding topspin to its turnaround efforts, McDonald’s has unveiled a revamped line of packaging that will start rolling out to U.S. restaurants this month.

The burger giant said the “fresh, simple” look of its new takeout bags, cups and sandwich boxes are in line with its efforts to be a more progressive company.

The packaging is a demarcation of sorts for the brand, venturing beyond its traditional red and yellow to feature an array of bright colors.

mcdonalds packaging timeline

“McDonald’s is a fun and modern brand and this was a progressive way to turn our packaging into art and support a community where fashion is an expression,” said Matt Biespiel, the chain’s senior director of global marketing. “Every day 69 million customers visit McDonald’s around the world and this new packaging will be a noticeable change.”

McDonald’s said it has committed to sourcing all of its fiber-based packaging from recycled or certified sources by 2020. 

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