by Christopher Freeburn | March 21, 2013 12:50 pm
Sources 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.
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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