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McDonald’s Takes on Subway With New Menu Item

It is viewed as the company's biggest product launch this year


arcos dorados mcdonalds 630Sources tell Advertising Age that McDonald’s (NYSE:MCD) is about to launch a new sandwich aimed at drawing customers away from sandwich chain Subway.

The McWrap, a chicken wrap sandwich that includes lettuce, cucumbers and a choice of three sauces, is aimed at health-conscious diners, and is considered a “Subway buster” by McDonald’s executives.

McDonald’s to Rollout Lower-Calorie McMuffin Nationwide
McDonald’s to Rollout Lower-Calorie McMuffin Nationwide

Available with grilled or crispy chicken, the McWrap is expected to be the chain’s largest product debut of the year. The product has been available to consumers — priced at $3.99 — in limited markets so far, but will be launched nationwide in coming weeks alongside a strong promotional campaign.

As McDonald’s launches its new chicken wrap, rival Burger King (NYSE:BKW) is planning to test a new line of turkey burger sandwiches this spring.

Shares of McDonald’s were flat in Thursday midday trading.

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