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Crain’s Chicago Business reports that McDonald’s is changing its food packaging so that it emphasizes food, freshness and the company’s “I’m lovin’ it” marketing theme.

“Nutrition information, pictures of ingredients and ‘I'm lovin' it’ are printed on the sides -- de-emphasizing the tag, which earlier was featured prominently at the top of each package,” Crain’s writes. “To subtly indicate freshness and quality ingredients, the new food bags have pictures of potatoes, lettuce, wheat, eggs and even farm machinery.”

The new packaging should start showing up this month, and will be available in all 118 countries that McDonald’s serves by 2010.

KC's View:
I’m not sure that McDonald’s is ever going to be mistaken for fresh food. But this is a smart approach by a company that always has been a canny marketer.