McDonald’s fans are getting ready for a blast from the past: the beloved Snack Wrap is returning in 2025.
The Chicago-based fast food giant confirmed Thursday that it will reintroduce the popular item, which disappeared from U.S. menus in 2016.
Joe Erlinger, president of McDonald’s USA, announced the news on ABC’s Good Morning America, but remained tight-lipped about the exact launch date, citing “competitive reasons.”
The Snack Wrap, which debuted in 2006, featured crispy or grilled chicken, cheese and sauces wrapped in a soft flour tortilla.
The affordable snack developed a cult following among customers, many of whom continued to call for its return.
“This has a cult following,” Erlinger told ABC. “I get so many emails in my inbox about this product.”
The resurgence of interest comes amid growing competition, with rivals like Burger King and Wendy’s recently introducing their own wraps.
The upturn also reflects McDonald’s broader strategy to expand its chicken offering.
Model Heidi Klum eats a snack wrap, which will return to American restaurants next year
The Snack Wrap, which debuted in 2006, featured crispy or grilled chicken, cheese and sauces wrapped in a soft flour tortilla. It was abolished as a national product in 2016
The revival is in line with McDonald’s strategy to expand its McCrispy chicken line globally by the end of 2025, including wraps and tenders.
It comes after a challenging year for McDonald’s.
The company has faced declining customer traffic due to pricing issues and recently suffered an E. coli outbreak, which caused sales to decline 34 people were hospitalized and one man died.
McDonald’s has worked hard to lure customers back with lower prices and new products.
The McRib returned to restaurants across the US this week, but only for a month.
In June, McDonald’s launched a $5 meal deal that includes a McChicken or McDouble, four-piece chicken nuggets, fries and a drink. It was extended until the end of December.
It will continue next year under an expanded ‘McValue’ approach with even more offerings. The $5 meal deal will run through at least the first six months of 2025.
The return of the Snack Wrap is another option to attract price-conscious consumers, which may appear on the new ‘McValue’ menu launching in January.
The McRib sandwich will return in 2024. It was first sold in 1982
McDonald’s is bringing back breakfast bagels in four varieties, including the sausage variety pictured here
Then in August, the chain announced that an all-new, larger burger called The Big Arch would be coming to the US later this year. It’s already in Canada.
It will be the fast food giant’s first new permanent global product since Chicken McNuggets in 1983.
The Chicken Big Mac finally came to the US on October 10, after being sold on and off in Europe for years.
And at the beginning of this year it also turned out to be a fan favorite bagels return to breakfast menus after four years.
Bagels were first introduced at McDonald’s in late 2019, but were quickly cut when bosses simplified the menu in spring 2020 amid the pandemic.