McDonald’s UK is launching a range of wraps across its c.1,200 estate, a move it has described as its “biggest new food launch in four years”, The wraps, which are priced from £1.99 and included the grilled chicken salad wrap and a sweet chilli crispy chicken wrap, are part of continuing evolution of the fast food chain’s menu in the UK. The company said the launch of the wraps range was the biggest it had undertaken since the introduction of the Chicken Legend in 2007. The launch of the wraps, which are freshly made and packaged to be easy to eat when you’re on the move, will be supported by an integrated month long TV, press and outdoor campaign, accompanied by an experiential programme in McDonald’s restaurants across the country. Based around the strap line ‘too good to put down’, the TV ad, which breaks tomorrow (22nd June) features people undertaking various activities, for example playing the piano, one-handed whilst holding a wrap in their other hand. Alistair Macrow, vice president marketing at McDonald’s UK, said: “Introducing the new Wraps range is the next step in the expansion of our menu. In order to meet the changing demands and desires of our customers, over the last four years we’ve added more choice than ever before – from the lattes and cappuccinos in our Rainforest Alliance coffee range, to fruit bags with our Happy Meals, and by offering tasty new products that are easy to eat on the go, we aim to give customers another reason to consider McDonald’s as their lunchtime destination.”