McDonald’s has officially announced the much-anticipated return of its Snack Wrap in 2025, delighting fans of this beloved menu item. Joe Erlinger, the U.S. president of McDonald’s, shared this exciting news during an appearance on “Good Morning America,” where he mentioned the product’s “cult following.” Although the exact date of its return remains under wraps for competitive reasons, the announcement has sparked excitement among customers who have fond memories of the Snack Wrap.
Originally introduced in 2006 and priced at $1.29, the Snack Wrap became popular for its combination of chicken breast meat, cheddar jack cheese, lettuce, and ranch sauce, all wrapped in a tortilla. McDonald’s innovated this item to cater to consumers’ demand for quality food that fits their busy lifestyles. However, due to production inefficiencies, the Snack Wrap was phased out of most U.S. locations by 2016, with some being available until 2020.
Interestingly, the Snack Wrap remains a staple in other markets, such as Canada and the U.K., where new variations have been introduced. This consistent international presence highlights McDonald’s global commitment to its chicken offerings. During a previous investor call, CEO Chris Kempczinski noted that McDonald’s chicken sales are now on par with beef sales, offering significant growth opportunities in this category.
As part of its strategy to appeal to price-sensitive customers, McDonald’s plans to launch its McValue value platform in January, which will feature meal deals and promotional offers. The return of the Snack Wrap is strategically timed to compete with offerings from rival chains, such as Burger King’s Royal Crispy Wraps and KFC’s Fried Chicken Wraps.
In summary, the return of the Snack Wrap signals McDonald’s commitment to meeting customer demands and capturing growth in the chicken category, while also providing value-oriented options for its clientele. This move could invigorate the brand’s menu, drawing in both nostalgic customers and those seeking new choices. The anticipated excitement surrounding the Snack Wrap’s comeback provides a hopeful outlook for fans eager to enjoy this iconic item once again.