McDonald’s has announced the much-anticipated return of its popular Snack Wrap, set to make its comeback in 2025. The announcement was made by U.S. President Joe Erlinger during an appearance on “Good Morning America,” where he expressed the excitement surrounding the product, stating, “It has a cult following. I can get so many emails in my inbox about this product.” Although the exact date of the re-launch remains undisclosed for competitive reasons, the confirmation of the Snack Wrap’s return has sparked enthusiasm among fans.
Originally introduced in 2006 for a price of $1.29, the Snack Wrap consists of chicken breast meat, cheddar jack cheese, lettuce, and ranch sauce wrapped in a tortilla. With its convenience and quality ingredients, the snack was aimed at accommodating busy lifestyles. Despite its removal from most U.S. locations in 2016 and phasing out until 2020 due to preparation inefficiencies, the Snack Wrap has continued to thrive in several international markets, including Canada and the U.K., where updated versions are offered.
The return of the Snack Wrap aligns with broader trends in the fast-food industry, notably the rising popularity of chicken menu items. McDonald’s CEO Chris Kempczinski noted that chicken sales are now on par with beef sales, presenting significant growth opportunities. This strategic move to reintroduce the Snack Wrap capitalizes on their success with chicken-focused products like Spicy McNuggets and the McCrispy Chicken Sandwich, both of which have performed exceptionally well in recent years.
Furthermore, the Snack Wrap is expected to appeal to value-conscious customers, complementing McDonald’s new McValue platform launching in January. This platform aims to bring customers enticing meal deals and promotions to enhance the dining experience.
As the fast-food landscape becomes increasingly competitive, the return of the Snack Wrap sets the stage for McDonald’s to attract a loyal customer base that favors both value and convenience. With this strategic approach, the brand not only seeks to satisfy its long-time fans but also aims to capture the interest of new customers looking for affordable and delicious meal options.
Overall, the reintroduction of the Snack Wrap is a positive development for McDonald’s and its customers, promising to rejuvenate the menu with a beloved classic while positioning the company for continued growth in the chicken segment and appealing to a wider audience.