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About Us > Balanced, Active Lifestyles > Why

Balanced, Active Lifestyles : Why

Balanced, Active Lifestyles

McDonald's began in the 1950s as a burger destination, at a time when customers' expectations and needs about nutrition and balanced lifestyles were different than they are today. Consumers' expectations are changing and we are evolving along with our customers.

To this end, we are committed to our Balanced, Active Lifestyles (BAL) efforts which aim to inspire and motivate people to live balanced, active lives. In line with our global theme "it's what i eat and what i do", our BAL initiative focuses on three key areas - increasing menu choice, providing access to nutritional information and encouraging physical activity. Read more here.

In developing our BAL initiative, we took into consideration the issues highlighted below.

	PROMOTING CHILDREN’S CHOICE		MARKETING AND COMMUNICATIONS PRACTICES
	ENHANCING CUSTOMER KNOWLEDGE		SENDING RESPONSIBLE MESSAGES
	NUTRITION INFORMATION INITIATIVE		OUR CHALLENGES NOW AND THE FUTURE EVALUATING NUTRITION CONTENT AROUND THE WORLD
	COMMITMENT TO NUTRITION EDUCATION
	THINKING GLOBALLY, ACTING LOCALLY		FUTURE GOALS