The fast-food giant, which is under fire internationally from pressure groups that allege it is fuelling an obesity epidemic among young people, is hoping to use the logo on Happy Meal packs that include a portion of fruit instead of fries.
The government has yet to start approving commercial use of the logo, which will be launched soon, and has set out strict criteria governing its use. It will only be used to promote fruit and vegetable products without any added fats, sugar or salt.
McDonald's decision to sell fruit is part of a menu revamp, which the firm said is "designed to improve customer choice". A pasta and chicken salad containing less than 5% fat is also being launched.
Separately, it has emerged that McDonald's will not be renewing its controversial sponsorship of children's ITV programming strand Diggit, which started last year (Marketing, June 27, 2002).
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