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McDonald’s snack wraps are back: Why did the fast food giant discontinue them 7 years ago?

McDonald’s discontinued Snack Wraps seven years ago to the dismay of the menu item’s fans, but the chicken meal is slated to make a comeback.

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Shannon StapletonREUTERS

McDonald’s launched Snack Wraps in the US in 2006- a menu item designed to be a convenient and portable option for younger, healthy eaters looking for a smaller snack or lighter meal that they could eat on the go.

It was a simple meal made of grilled or crispy chicken, lettuce, shredded cheese, and various sauces such as ranch or honey mustard, all wrapped up in a flour tortilla. It became a fan favorite but the fast food giant discontinued the snack ten years after it was introduced.

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McDonald’s snack wraps are back: Why did the fast food giant discontinue them 7 years ago?

After offering a healthier option on their menu, McDonald’s found that their customers were not interested in eating well. According to a Bloomberg report in 2016 that came out after the Snack Wraps were discontinued, the restaurant’s clients were not interested in health and wellness, and the company simply decided to give their customers what they want.

Another major reason for pulling out the product was the complexity of its preparation. Workers needed a lot of time (particularly in fast food hours) to steam the tortilla, cut up the chicken, and arrange the ingredients in the cardboard boxes.

Employees and franchisees complained about the time the Snack Wraps took to make, and as the inefficiency of their assembly made service slower and affected the restaurant’s efforts to keep service time low, the item was removed from the menu.

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Snack Wraps fans demand its return

The wrap’s loyal fans have been clamoring for its return, and took to Twitter to publicize their demand. They even created petitions on Change.org to gather support.

They will finally get what they want after McDonald’s announced that they will be expanding their line of chicken products to include a McCrispy wrap, after finding that consumer demand for chicken is as strong as demand for burgers.

However, McDonald’s has not yet announced a specific date for the relaunch of Snack Wraps, and has simply indicated that the McCrispy wrap could be available by 2025. The snack’s fans will have to wait just a little bit more.