McDonald's Introduces A New Catch With The Launch Of Fish McBites

      McDonald's Introduces A New Catch With The Launch Of Fish McBites

For the first time in more than 50 years McDonald's adds a new fish offering
to their menu

PR Newswire

PHILADELPHIA, Feb. 13, 2013

PHILADELPHIA, Feb. 13, 2013 /PRNewswire/ -- As McDonald's USA celebrates the
50^th anniversary of the classic Filet-O-Fish, the company is making waves
with a new fish menu innovation – Fish McBites. Available through March 2013
in the Philadelphia region restaurants, Fish McBites are crispy, tender pieces
of poppable flaky wild-caught Alaska Pollock responsibly-sourced from a Marine
Stewardship Council (MSC) certified sustainable fishery.

Conveniently packaged for today's on-the-go consumer, Fish McBites are
available in three sizes – Snack (3 oz.), Regular (5 oz.) and Shareable (10
oz.) as well as an option in the Happy Meal. From February 12-14, 2013,
participating restaurants will offer $1.00 snack size Fish McBites giving
customers even more reason to try the new bite-size menu offering.

"We're excited to bring Fish McBites to our customers in the Philadelphia
region," said John Durante, President, McDonald's Owner/Operator Association
of the Greater Philadelphia Region. "We know how much our customers love
Filet-O-Fish and wanted to offer them a fun, new way to enjoy the delicious,
quality fish we serve at McDonald's."

To celebrate this new product launch, McDonald's will hosting their McCafe
Mom's Club, a select group of bloggers, at the local South Jersey Ronald
McDonald House. Bloggers and their children will join Ronald McDonald and the
families of the house as they play fish themed games and sample the newest
addition to the Happy Meal. All customers are encouraged to join the Twitter
party by following @McDPhilly and use the hashtag #FlauntYourFishFace.
Followers that tweet or Instagram a picture of them making a fish face to
@McDPhilly will be eligible to win a Fish McBites BOG.

Fish McBites Happy Meal
Recent research shows that kids and parents want to see seafood on kids'
menus^1. The limited-time Fish McBites Happy Meal responds to this demand
offering kids another great-tasting entree choice. In fact, Fish McBites Happy
Meals with 1% low-fat white milk, 100% apple juice and fat-free chocolate
milk, meet new nutrition criteria in the Council for Better Business Bureaus
Children's Food and Beverage Advertising Initiative.

"With the new Fish McBites Happy Meal, we want to help introduce fish to the
pallets of our youngest guests and offer parents an option they can feel good
about serving their kids," said Dan Coudreaut, Senior Director of Culinary
Innovation, McDonald's USA.

Responsible Sourcing
McDonald's has been supporting sustainable fishing for more than 10 years. In
January, the company announced it would become the first national restaurant
chain to adopt the Marine Stewardship Council's blue ecolabel on its fish
packaging in restaurants nationwide.

The MSC certification supports McDonald's commitments to quality,
sustainably-sourced ingredients and to helping customers make more conscious
food choices. Through the certification with MSC, McDonald's aims to help
ensure sustainable supply, but also educate customers about the importance of
responsible fishing practices. Customers will see new product packaging with
MSC's blue ecolabel beginning this month.

Sustainable fish sourcing is part of McDonald's broader commitment to
sustainable sourcing and 100 percent of all fish sold in its US restaurants
has been MSC-certified sustainable. To learn more about McDonald's work with
the Marine Steward Council visit

For more information about Fish McBites and McDonald's full line of menu
choices including nutrition information visit

About McDonald's
McDonald's USA, LLC, serves a variety of menu options, including wholesome
choices, made from quality ingredients to more than 26 million customers every
day.Nearly 89percent of McDonald's 14,000 U.S. restaurants are independently
owned and operated by businessmen and women. There are nearly 300 McDonald's
restaurants in the Greater Philadelphia Region. For more information on
McDonald's visit or log on at any of the 11,500 Wi-Fi
enabled McDonald's U.S. restaurants. Visit for local
restaurant, career and program information. Follow us on Twitter and
Instagram @McDPhilly for the latest news, info, events and promotions, and
find us on Facebook at

The following trademarks used herein are owned by McDonald's Corporation and
its affiliates: McDonald's, Fish McBites, Happy Meal and Filet-O-Fish. © 2013

^12012 Kids and Parents Discovery Survey, conducted for Kidzsmart Concepts
with The Restaurant Mom and Cincinnati-based Directions Research


Alicia Gentile

SOURCE McDonald's of the Greater Philadelphia Region

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