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New York (pte055/09.06.2005/17:10) - Following obesity and health-issue lawsuits, as well as the revealing, damaging documentary Super Size Me about a man eating himself to death on McDonald's, the world's largest fast-food chain is going healthy - globally.
The company's 42-year-old mascot will shed his billowing clown's outfit for a streamlined, yellow and red tracksuit and coax children from the couch to the outdoors to play sport and enjoy the fresh air.
Ronald's new image is all part of the McDonald's worldwide ad campaign that is meant to revamp a fast-food business that has become associated with obesity and bad health worldwide.
McDonald's began introducing salads and healthier food options about two years ago, alongside the staple hamburgers and fries. In March the company even hired the Williams sisters to promote a healthier image.
"We felt it more appropriate to expand the discussion to all foods at this point," said Jeff Carl, the fast-food's corporate global marketing vice-president.
Experts say, however that McDonald's need to do more than change Ronald McDonald's outfit. "If they are telling kids to eat vegetables, they should have the food to back that up and they should make it attractive and fun and interesting like the Happy Meals," said Samantha Heller, a clinical nutritionist at New York University Medical Centre. However, a Happy Meal still contains 600 calories and 20 grams of fat.
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