Global foodservice retailer McDonald's has announced plans to launch new packaging designs on all of its carry-out bags and fountain beverage cups featuring QR codes, in the US.
The new packaging has been designed to communicate brand stories in an engaging way and the move is the latest step in the retailer's ongoing proposal to provide information to the consumers to help them make informed choices.
As part of the design, a combination of text, illustrations and a QR code will be featured, which are said to deliver facts about the brand and make nutrition information accessible from mobile devices, easily.
McDonald's chief brand officer Kevin Newell said the packaging has been designed to engage with customers in relevant ways.
"Customers tell us they want to know more about the food they are eating and we want to make that as easy as possible by putting this information right at their fingertips," Newell said.
According to McDonald's, the text will be translated into 18 different languages and the launch is set to continue through 2013 worldwide.
McDonald's consulted its Global Advisory Council, a group of independent advisors in the areas of nutrition, public health and fitness, besides gathering input from consumers on the latest designs.
