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Maccie-dees Australia has released details of its new children's dinner menu to be marketed as a healthier alternative to its 25-year-old Happy Meals range. The new menu, which will include pasta, noodles, rice, fresh fruit, lean meat and reduced-fat dairy, will be available in McDonald's 700-plus restaurants later this year, making Australia the first country in the world to introduce a healthier Happy Meal.
They have spent two years developing a menu that satisfies both the nutritionists and parents but is also one that will appeal to children. The new range is not a direct replacment for Happy Meals but will be added to the standard Chicken McNuggets and fries. The new children's menu is the latest manifestation of McDonald's strategy of offering a wider choice of dishes to consumers.
It is expected that the marketing gimmick of including a collectable toy - an important part of the Happy Meals package - will continue. The combination of toy and food in a box has been one of the most successful marketing initiatives in the world.
