"I've worked on Happy Meals for over 2 years now and my team have been doing a lot of new thinking to make sure we keep pace with what mums look for from McDonald's.

Increasingly, we want to make sure we can stimulate a child's imagination and creativity rather than just offer a standard toy in a box. We also hope we can use the partnerships we have with popular films and 'licences' to make fruit and vegetables more appealing to children (as well as drinks that are not high in sugar).

This year, we've already put this into action with the June Shrek promotion, using the characters on carrot sticks, fruit bags and semi-skimmed organic milk. Our summer movie, 'Surfs Up', promoted a free swim with every Happy Meal. And with Art Attack, we’re challenging kids to create ‘crazy creatures’. Next year, we'll have even more competitions and activities in restaurants to make sure every visit is a genuine family treat."

"When it comes to advertising to kids, I need to make good business decisions for the company, but also decisions that work for me as a mum.

McDonald's is the most visited family restaurant in the UK. With that sort of scale comes responsibility. We believe that companies like ours can make a positive contribution to both a balanced diet and increased physical activity – using, among other things, our advertising.

Our customers have told us they are interested in food and food quality and they would like us to use our advertising efforts to help them get their children to eat more fruit and vegetables. But they also want us to be a fun place they can take their children for an affordable treat. So we will talk about the foods that we know children enjoy, and highlight the Happy Meal food and drinks which are not high in fat, salt or sugar, according to the Food Standards Agency's nutrient profiling model."