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Brief Published: 7 Jan 2016

McDonald’s Premium Burgers

McDonald's Signature Collection

McDonald's has recently launched its Signature Collection – a premium range of burgers developed by a team of chefs who've worked in Michelin-starred restaurants and the kitchens of royal families. The new range is being piloted in 28 UK outposts before being rolled out across a further 400 sites in the UK.

The burgers are made with thick-cut British and Irish beef with brioche buns and come in Classic, BBQ and Spicy varieties. Toppings include Beechwood smoked bacon, wholegrain mustard and jalapeno slices.

Stylus has been tracking the evolution of fast food as savvy operators begin to focus on health, wellness and provenance, as well as upgraded ingredients and production processes. See Fast-Moving Premium Consumption, McDonald's Organic Offer, and McDonald's Launches Healthy Café for more on the brand's attempts to evolve its core offer to reach health-conscious and food-savvy consumers.

For more on junk food's makeover, see New Food Frontiers: Healthification of Fast Food.