McDonald’s caught with false ‘Alp cheese’ claims

McDonald’s caught with false ‘Alp cheese’ claims
Photo: McDonald's
McDonald’s has been forced to change television advertising in Switzerland for its Simmental Prime Burger because of false claims about the cheese used.

The fast food chain promotes the Swiss ingredients of the burger, including Alpine cheese (Alpkäse) and Simmental beef.

In the TV commercial, a voice-over lists the ingredients.

However, LID, the German-language agricultural information service, reported on Wednesday that only cheese produced from mountain-side pastures can be called Alpine cheese.

The service noted that McDonald’s uses Emmi cheese, which is not produced from cows in the Alps, in its Simmental burgers.

Aglaë Strachwitz, a spokesman for McDonald’s, told LID that an error had been made when “we tried to shorten the advertising”.

She said the chain would be changing its advertising on the internet immediately, while new commercials would be sent to TV stations, although “that will take some time to complete”.

McDonald’s issued an apology for the false advertising.

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