McDonald’s teased its customers with a cryptic social media post on April 15. The post was about the return of its cult-favorite ‘Snack Wraps,’ which had been discontinued in 2016 in the U.S. Before this, the fast-food giant had confirmed bringing back its healthy wrap offering in December 2024.
Highlights
- McDonald’s is gearing up to relaunch its healthy wrap item, Snack Wraps, in 2025.
- The food item debuted in 2006 and was loved by the younger generation.
- The fast-food giant shared a vague social media post on April 15, hinting about the return of Snack Wraps soon.
The Journey of Snack Wraps
The Snack Wrap dish by McDonald’s (Source: Wikimedia Commons)
The inventive Snack Wraps were introduced in 2006. McDonald’s had come up with a food offering to present its customers with a better option than processed sandwiches. Filled with proteins and quick to eat, this McDonald’s dish soon became a hit food item among the younger generation.
However, the popular fast-food chain shocked its U.S. fans by removing Snack Wraps from the menu in 2016. Additional preparation steps and complex packaging led to this decision. Plus, its multiple variations, like crispy chicken, grilled chicken, and different sauces, resulted in increased cooking time and inventory expenses for McDonald’s.
Other than low profitability, the removal of Snack Wraps was motivated by the then-industry trend of focusing on core food offerings only.
McDonald’s Set to Bring Back Snack Wraps
McDonald’s shares a social media post about the return of Snack Wrap in 2025 (Source: @mcdonaldsinstagram)
After missing out on action for almost a decade, McDonald’s old champion food item, Snack Wraps, is gearing up for its return in 2025. The first news of its comeback first spread in 2023 when the fast-food giant tested multiple variations of wraps and similar food items.
However, the confirmation came through last year when McDonald’s posted a vague caption about its return, stating “snack wraps xx.xx.2025” in December 2024.
The fast-food player uploaded a similar post on April 15 where the caption said, “snack wraps 0x.14.2025.” Although “0x” leaves loyal Snack Wraps fans confused, the “14” hints at a mid-month drop this year.
Meme Culture Propels the Return of Snack Wraps
Social media helped a lot in pushing the fast-food giant to bring back its healthy yet tasty wrap item. When it was discontinued in 2006, Snack Wrap fans tweeted, petitioned, and made memes about bringing back their nostalgic wrap item.
In this backdrop, Guillaume Huin, the senior marketing director of McDonald’s stated that posts of customers do have an impact. Their requests and petitions to bring back Snack Wraps were one of the biggest reasons that made the fast-food brand actually do so.
How is the Snack Wrap Relevant in the Current U.S. Food Market?
McDonald’s decision to bring back its healthy wrap is targeted at its younger customers who hold memories of the 2006-launched item. The move seems to have worked, as the U.S. social media is buzzing with conversations about Snack Wraps.
The U.S. food market has also changed a lot in the past ten years. Today, people want to have healthier food items. Made up of chicken breast, sauces, and lettuce and wrapped in a tortilla, Snack Wraps aligns with this thought.
McDonald’s Snack Wraps Will Meet New Rivals in 2025
Although the Snack Wrap was a breakthrough food item in 2006, things have changed after its discontinuation in the U.S. Over the years, names like Wendy’s, Chick-fil-A, and Taco Bell have come up with a lot of wrap options.
Burger King and KFC also started selling Royal Crispy Wraps and Fried Chicken Wraps, respectively, in 2023.
With so many existing wrap options available in the U.S. food space, the return of McDonald’s wrap items is going to be a tough affair.
