McDonald’s has officially announced that the much-loved Snack Wrap will be making its return in 2025. Joe Erlinger, the president of McDonald’s U.S., shared this exciting update on “Good Morning America,” highlighting the product’s devoted fanbase. “It has a cult following. I can get so many emails in my inbox about this product,” he stated, adding that while he could not reveal the exact launch date for competitive reasons, the anticipation is certainly building.
Originally introduced in 2006 at a price of $1.29, the Snack Wrap combined chicken breast, cheddar jack cheese, lettuce, and ranch sauce, all wrapped in a tortilla. Ralph Alvarez, the former president of McDonald’s North America, explained that the Snack Wrap was designed to cater to on-the-go customers seeking quality food made with premium ingredients. Despite its initial popularity, the Snack Wrap was removed from most U.S. locations in 2016 due to concerns about preparation time and efficiency, although it remained available in some areas until 2020.
Interestingly, the Snack Wrap continues to thrive in other parts of the world. For example, McDonald’s Canada introduced a refreshed lineup of McWraps and Chicken Snack Wraps in June 2023, featuring flavors like Zesty Lime and Spicy Buffalo Chicken, and the item is also available in the U.K.
The anticipated return of the Snack Wrap aligns with McDonald’s broader strategy, focusing on chicken products, which are gaining traction. CEO Chris Kempczinski noted that chicken sales have now reached parity with beef sales at McDonald’s, and indicated a strong growth opportunity in the chicken category, which is growing faster than beef globally.
In addition, the Snack Wrap’s smaller size will attract value-conscious consumers. McDonald’s is set to launch a new U.S. value platform, McValue, in January, aiming to attract customers with meal deals and promotions like a Buy One, Get One for $1 offer.
As the Snack Wrap prepares to compete with other fast-food chains, including Burger King’s Royal Crispy Wraps and KFC’s Fried Chicken Wraps, its return is poised to excite long-time fans and attract new customers alike. This strategic move not only reinforces McDonald’s commitment to evolving its menu but also emphasizes its focus on quality, value, and chicken offerings, which appear to be increasingly popular among consumers.
In summary, the return of the Snack Wrap in 2025 is a positive development for McDonald’s, appealing to a wide variety of customers, including chicken lovers and those looking for value. The anticipation around its comeback reflects a brand that listens to its customers and adapts to market trends, highlighting a hopeful future for fans of this beloved menu item.