[London] As food marketers struggle to please consumer groups and fend off government regulators, McDonald's Corp. in the U.K. is cutting back on the vegetarian and salad offerings it introduced earlier with a big marketing push. McDonald's is one of the marketers under fire in the U.K., where government watchdogs have called for curbs on "junk-food" advertising.
McDonald's is dropping the Quorn Premier vegetarian burger, made of mycoprotein from the mushroom-related fungi family, that was introduced last year when the company undertook the biggest-ever overhaul of its menu. It is also ditching nine other menu items, mostly from the Salads Plus and breakfast menus. A McDonald's spokeswoman said the menu changes are "not dependent on popularity or success" of the product.
When Salads Plus were introduced in the U.K., McDonald's said the company would devote 20% of the U.K. marketing budget to promoting the range and expected to add more than $70 million in sales at its more than 1,200 U.K. restaurants. McDonald's works with Leo Burnett in the U.K.