Prince Charles signs deal with Amazon Prime for channel highlighting sustainable business
A new channel on Amazon's Prime Video service, curated by the Prince of Wales, is set to launch, showcasing innovations and collaborations providing solutions to the climate crisis.
Sustainable Business Covered podcast: Climate Week NYC and Great Big Green Week
With less than six weeks until COP26 begins, episode 106 of the Sustainable Business Covered Podcast summarises some of the last-push efforts on climate action taking place in the UK and US.
Cosmetics giants team up to create environmental scorecards for product labelling
Unilever, L'Oreal, Henkel, LVMH and Body Shop owner Natura & Co have begun a new collaboration to develop an industry-wide system for measuring and communicating the environmental impacts of products to consumers.
edie's publisher targets B Corp status with Seismic partnership
Faversham House, publisher of edie and Utility Week, has partnered with sustainability consultancy Seismic to support its mission of becoming a certified B Corporation.
What makes a sustainability leader? Meet Consumer Engagement champions Zero Waste Scotland
With the entry deadline for edie's 2022 Sustainability Leaders Awards less than a month away, this series showcases the achievements of previous winners and reveals their secrets to success. Up next: Winner of our 'Consumer Engagement Campaign' award, Zero Waste Scotland.
Shell campaign promoting carbon offsetting is greenwashing, Dutch advertising watchdog rules
The Netherlands' advertising watchdog has urged Royal Dutch Shell to stop running a campaign promoting fuel purchases as 'carbon neutral', providing that customers purchase offsets.
What makes a sustainability leader? Meet our Consultancy of the Year, Forster Communications
With the entry deadline for edie's 2022 Sustainability Leaders Awards approaching, this new feature series showcases the achievements of previous winners and reveals their secrets to success. Up next: the winner of our Consultancy of the Year Award, Forster Communications.
Lidl to trial traffic light 'eco-labels' this autumn
Lidl GB will add new on-pack 'eco labels' to dozens of its most popular own-brand product lines this October, giving shoppers more information about the carbon and biodiversity impact of their choices.
COP26 Action Tracker: Nations urged to respond to IPCC report as Cambo oilfield row rolls on
With less than 100 days to go until COP26, this new series from edie will provide a regular temperature check of global climate action from nations and businesses.
Deloitte to provide climate education scheme to all employees globally
Deloitte has partnered with WWF to deliver a climate learning programme to the entirety of its global workforce, totalling more than 330,000 people.
Food giants to trial traffic light 'eco-labels' this year
Marks & Spencer and Nestle are among the food businesses backing a new on-pack 'eco-labelling' scheme for groceries, set to be trialled in the UK and EU from this autumn.
UK Government commits to 'nature-positive' future following landmark biodiversity review
Following the publication of the landmark Dasgupta Review, which argued the case for biodiversity considerations to be embedded in all economic decisions by the government, a new commitment for all large infrastructure projects to be 'nature positive' has been made.
Net-zero and COP26: Achieving Mission Possible
Six months out from the COP26 summit, edie hosted an exclusive virtual roundtable discussion with a select group of sustainability leaders, exploring how businesses can accelerate the net-zero carbon transition in the run-up to the crucial climate talks.
Report: Investing in digital and sustainability could create 5.7 million jobs across Europe by 2030
European firms could create up to 5.7 million new green jobs by 2030 by investing in digital and sustainability transformations, according to a new report.
More than a single moment in time: Virgin Media's approach to sustainability reporting
EXCLUSIVE: Virgin Media has today (25 May) launched its latest sustainability report, detailing efforts towards a new net-zero target. The company's head of sustainability Katie Buchanan outlines how the standalone report is evolving into an interactive extravaganza.
'Be clear and upfront': CMA urges UK businesses to avoid greenwashing
After finding that 40% of sustainability-related claims by businesses online could be misleading, the Competition and Markets Authority (CMA) has set out recommendations on avoiding greenwashing.
Integrated and innovated: What's next for the sustainability report?
Against a backdrop of changing environmental science and disclosure legislation, compounded by changing public sentiment, the corporate sustainability conversation is evolving rapidly. After strings of new social and environmental targets were set over the past 12 months, many firms are also evolving ways of reporting progress.
Meet edie's 30 Under 30 Class of 2020: Miriam Webb, University of Gloucestershire
This new series profiles the members of edie's 30 Under 30 - a nomination-based community of 30 hugely talented young sustainability and energy professionals who have already achieved great things or are showing fantastic promise. Up next: Miriam Webb, sustainability engagement manager at the University of Gloucestershire.
Available to watch on demand: The ENGAGE reporting and communications sessions
Sustainability, reporting, and behaviour change experts from companies including Virgin Media, Aviva, Toast Ale and Clear Channel answered key question on sustainability communications as part of an afternoon of back-to-back live events that can still be watched on-demand.
#SustyTalk: Edie Lush on making the SDGs resonate with individuals
edie's #SustyTalk interview series continues during Engagement Week with the aptly named journalist and communications trainer Edie Lush discussing how sustainability professionals can breakdown the Sustainable Development Goals (SDGs) into human-centric stories.
#SustyTalk: Dentsu's Anna Lungley on engaging consumers with sustainability
edie's #SustyTalk interview series continues with an exclusive discussion with Dentsu's chief sustainability officer Anna Lungley.
edie launches free sustainability communications and reporting handbooks
As part of the Engagement Week 2021 editorial campaign, edie has published two new free handbooks providing best-practice advice and expert insight on supercharging sustainability communications and developing modern CSR reports.
#SustyTalk: Nivea's Sophie Rock on avoiding purpose-washing
edie's #SustyTalk interview series continues with an exclusive discussion with Nivea's sustainability marketing lead Sophie Rock.
Carbon calculators and combatting greenwash: How will the advertising sector reach net-zero?
Last year, the advertising sector's trade body launched a new initiative to reach net-zero by 2030. To mark Engagement Week, edie explores how the sector is collaborating to meet this milestone while also spurring a wider culture change that informs the public on sustainable products and services.
The edie Sustainability and CSR Reporting Handbook 2021
This handbook, developed in partnership with UL as part of edie’s Engagement Week 2021, provides you with the advice and expert insight you need to implement modern, best-practices approaches to the development of your organisation’s sustainability reporting.
The edie Communications Handbook 2021
This handbook, developed as part of edie’s Engagement Week 2021, provides you with the best-practice advice and expert insight you need to relay the importance of sustainability to key stakeholders.
Engagement Week 2021: edie kicks off bumper week of sustainability reporting and communications content
From 4-7 May, edie brings its readers Engagement Week 2021, a series of podcasts, blogs, live events and interviews all focused on helping sustainability professionals achieve excellence when it comes to reporting and communications.
Penguin Random House targets climate-neutral value chain by 2030
Publishing giant Penguin Random House is aiming to deliver a carbon-neutral global value chain by 2030, as part of an updated sustainability policy.
Klarna to show consumers the carbon footprint of their shopping
'Buy now, pay later' platform Klarna has launched a new tool that lets customers track the carbon footprint of their purchases.
Patagonia launches campaign urging Brits to support community renewable energy
After successful campaigns on renewable, community-owned energy projects in the US and EU, Patagonia has begun supporting UK residents to follow suit.
Coldplay, ClientEarth and children's media: Pop culture giants strive to boost environmental engagement
Several big names in music, including Coldplay and Alt-J, have launched new playlists designed to spark environmental action, in the same week that new children's climate engagement schemes were launched by broadcasters and authors.
Two-thirds of Brits sceptical of sustainability-related business communications
Two-thirds of adults in the UK say they are wary of business communications relating to environmental and social purpose because they feel most brands are not yet 'walking the talk'.
Engagement Week 2021: edie gears up for week of sustainability reporting and engagement content
Sustainability and reporting experts from a host of business and organisations look set to contribute edie's Engagement Week 2021 (3-7 May) – a themed week of digital content and events focused on communications, reporting, engagement and behaviour change to drive a more sustainable future.
Unilever Beauty & Personal Care targets 1.5 million hectares of nature conservation by 2030
Unilever's Beauty & Personal Care arm, which owns brands like Dove and Vaseline, has committed to conserving and restoring 1.5 million hectares of habitat by 2030 as part of a new sustainability strategy.
#SustyTalk: Spotlight on the World Cement Association's gender focus network
To mark International Women's Day 2021, edie's latest #SustyTalk interview is with the WCA's communications and policy coordinator Manon Burbidge.
Virgin Media targets net-zero carbon operations for 2025
Virgin Media has committed to achieve net-zero operations by the end of 2025 and to transition its entire fleet to electric vehicles by 2030, as part of a sweeping new sustainability strategy.
Sustainability Leaders Forum: Five top tips for turning climate ambition into action
With the dust settling on three days of thought-provoking conversations at edie's Sustainability Leaders Forum (SLF), edie rounds up how businesses can make 2021 a super year for climate action, which turns ambition into action for corporate sustainability.
What Jackie Weaver and Handforth Parish Council can teach us about sustainability leadership
Unrivalled chaos. That is one way to describe the viral footage of the Handforth Parish Council meeting that has seen Jackie Weaver become an overnight sensation. But even amongst the discord on how not to run a meeting, there are lessons for CSR professionals looking to engage others on the climate crisis.
BAFTA assembles UK's biggest news broadcasters for climate coalition
The BBC, Sky News and ITV News are among the first members of a new initiative designed to help the UK's news broadcasting sector minimise its environmental impact and engage viewers on topics like climate change.
What makes a sustainability leader? Meet reporting & communications champions SIG
With less than two weeks until the 2021 Sustainability Leaders Awards, this feature series showcases the achievements of the 2020 winners and reveals their secrets to success. Up next: The winners of the Sustainability Reporting & Communications award, SIG.
Green beauty: Garnier to launch digital sustainability labelling
L'Oreal-owned brand Garnier is set to launch a digital tool enabling UK customers to track the environmental and social impact of its haircare products.
Sustainable Business Covered podcast: The Christmas 2020 special episode
Episode 95 of edie's Sustainable Business Covered podcast is now streaming, providing exclusive festive interviews about sustainability storytelling, conscious consumerinsm and the green recovery movement.
Sustainability leaders craft 10-point plan to revamp corporate purpose
Businesses in the vanguard of sustainability, including Unilever, Interface, Ikea and DSM, have come together to craft a new set of recommendations as to how the wider corporate community can embed a purpose aimed at tackling the climate crisis and social inequalities across the business.
Meet edie's 30 Under 30 Class of 2020: Julie Dang, Canary Wharf Group
This new series profiles the members of edie's 30 Under 30 - a nomination-based community of 30 hugely talented young sustainability and energy professionals who have already achieved great things or are showing fantastic promise. Up next: Canary Wharf Group's CSR programme coodinator Julie Dang.
UK's advertising sector charts course to net-zero by 2030
Trade body the Advertising Association has launched a collaborative initiative to support the UK's advertising industry to reach net-zero within a decade.
What makes a sustainability leader? Meet employee engagement champions Barry Callebaut
With the 2021 Sustainability Leaders Awards approaching, this new feature series showcases the achievements of the 2020 winners and reveals their secrets to success. Up next: The winner of our employee engagement initiative of the year, Barry Callebaut.
#SustyTalk: Mastercard's Kristina Kloberdanz on collaborating and communicating for sustainability
edie's #SustyTalk interview series continues with Mastercard’s chief sustainability officer Kristina Kloberdanz discussing the company's collaborative work on issues like plastics pollution, deforestation and financial empowerment.
Meet edie's 30 Under 30 Class of 2020: Hannah Biggs, UCL
This new series profiles the members of edie's 30 Under 30 - a nomination-based community of 30 hugely talented young sustainability and energy professionals who have already achieved great things or are showing fantastic promise. Up next: Hannah Biggs, sustainability projects lead at UCL.
#SustyTalk: Quorn CEO Marco Bertacca on plant-based diets and carbon labelling
edie's #SustyTalk interview series continues with Quorn Foods' chief executive officer discussing the importance of purpose-led business post-Covid-19 and the future of carbon labelling for groceries.
What makes a sustainability leader? Meet consumer engagement champions City to Sea
With the 2021 Sustainability Leaders Awards entry deadline approaching, this new feature series showcases the achievements of the 2020 winners and reveals their secrets to success. Up next: The winner of our Consumer Engagement Campaign of the Year: City to Sea.
What makes a sustainability leader? A look at award-winning consultancy, Given London
With the 2021 Sustainability Leaders Awards entry deadline approaching, this new feature series showcases the achievements of the 2020 winners and reveals their secrets to success. Up next: The winners of our Consultancy of the Year, Given London.
What makes a sustainability leader? Get to know Willmott Dixon's award-winning team
With the 2021 Sustainability Leaders Awards entry deadline approaching, this new feature series showcases the achievements of the 2020 winners and reveals their secrets to success. Up first: The winner of our Team of the Year award, Willmott Dixon Group.
5 sustainability communications lessons from David Attenborough's Extinction: The Facts
David Attenborough's latest BBC documentary has been called both "heartwarming" and "gut-wrenching" since it aired on Sunday evening (13 September). But beyond the striking facts and shocking images, it provides viewers with several lessons on how to get environmental communications right, edie's senior reporter Sarah George explains.
Sustainability Leaders Awards open for entries ahead of virtual ceremony
edie is proud to announce that the UK's largest and most prestigious sustainable business awards scheme has opened for entries, offering organisations and individuals the opportunity to be recognised and celebrated for leading on sustainability, energy and climate action.
Flurry of corporate plastic announcements hints at a new normal for the circular economy
In what has been a bumper week for news stories on single-use plastics, edie explores how corporates are forging ahead with new collection and take-back schemes for recyclable packaging that had been delayed by the coronavirus pandemic.
#SustyTalk: Velux's Ingrid Reumert on lifetime emissions and the ecological crisis
edie's SustyTalk series continues with Velux's VP for global communications, sustainability & public affairs Ingrid Reumert discussing how the window and blind manufacturer plans to account for its historic carbon emissions in order to become "lifetime carbon neutral".
Resale, repair and environmental labelling: Selfridges accelerates efforts to sustainably 'reinvent retail'
Selfridges has outlined a string of new commitments and pilot projects around sustainable materials sourcing, environmental communications and resource-efficient business models like repair, resale and rental.
Flora owner to roll out carbon labelling to 100 million packs
Major food firm Upfield, which owns Flora and Proactiv, has revealed plans to introduce on-pack carbon labelling to 100 million packs by the end of 2021.
O2: 5G will play 'huge role' in decarbonising energy, transport and manufacturing
Telecoms giant O2 has published a new analysis of the role which ultrafast 5G could play in decarbonising the UK's economy, predicting that it could mitigate 269 megatonnes of CO2e emissions through to 2035.
Beyond disclosure and towards enablement: A deep dive into Virgin Media's new sustainability report
EXCLUSIVE: Virgin Media's latest sustainability report provides not only quantitative information for investors, customers and other stakeholders, but descriptive advice for other sustainability professionals. Here, edie speaks with the firm's head of sustainability Katie Buchanan to find out why and how her team are evolving their reporting practices.
Fashion footprint: Farfetch's new tool to highlight the environmental impact of clothing
Luxury fashion platform Farfetch has launched a new tool helping online customers to choose products with lower environmental impacts, including secondhand goods and those made using innovative renewable materials.
Logitech to roll out carbon labelling
Electronics giant Logitech is set to introduce labels communicating the carbon footprint of products to its entire portfolio, starting this year.
How will the CSR community respond to the Black Lives Matter movement?
The Black Lives Matter protests arrived in the UK this weekend, raising uncomfortable and sobering considerations for all communities and races. As the CSR profession continues to drive the world towards a green and just transition, how individuals and businesses respond to racism is critical.
Gucci cuts negative environmental impacts by two-fifths
Luxury fashion house Gucci has reduced its overall negative impact on the environment by 39% since 2015, putting it on track to exceed its 2025 target of a 40% reduction.
Seven top tips to engage on sustainability during a global pandemic
edie recently hosted an afternoon of back-to-back online events exploring best-practice advice into communicating, engaging and reporting on sustainability. Against a backdrop of a global pandemic, panellists outlined their thoughts on how businesses can keep sustainability high up the corporate agenda.
Available to watch on-demand:All three online events from the CSR reporting and communications sessions
edie ran a series of back-to-back online events on sustainability reporting and communications during the coronavirus pandemic, featuring speakers from Innocent Drinks, British American Tobacco, Toast Ale, Capgemini and more. All three sessions are now available to watch on-demand.
Ten sustainability signals for the new normal
While the overriding requirements for sustainability do not change as a result of the coronavirus pandemic, new priorities have emerged with implications for both action and communications.
Sustainable Business Covered podcast: Engagement, communicating and sustainability reporting
Episode 85 of the Sustainable Business Covered podcast takes place during a week of action around sustainability engagement. As such, edie speaks to experts from Nespresso, Thai Union and Mondi on how to engage with supply chains and excel at sustainability reporting.
Green buildings on the BBC: Is the built environment about to have its 'Blue Planet' moment?
The aftermath of BBC's Blue Planet 2 series sparked an unprecedented public outcry against single-use plastics, where businesses were firmly in the crosshairs. The nature document skirted around the issues of plastic waste in the ocean, but even just a fleeting lock at its impact sparked global change.
edie launches Sustainability Reporting and Communications Handbook to drive engagement during lockdown
edie has today (4 May) published a brand-new, free report detailing how sustainability professionals can relay the importance of sustainability to key stakeholders during the coronavirus pandemic; along with fresh insights to create, deliver and share a compelling sustainability report.
The Sustainability Reporting and Communications Handbook 2020
Launched during edie’s Engagement Week (4-8 May), the Sustainability Reporting and Communications Handbook 2020 provides readers with expert advice when it comes to relaying the importance of sustainability to key stakeholders; along with fresh insights to create, deliver and share a compelling sustainability report.
Innocent, Toast Ale, World GBC and more featuring in edie's ENGAGE Week (4-8 May)
Sustainability and reporting experts from a host of business and organisations have contributed to edie's ENGAGE Week of online content around communications and reporting, in the form of exclusive interviews, #SustyTalks and a free online event.
Engagement, Net-Zero & Mission Possible: edie gears up for bumper month of online content and events
With the UK lockdown continuing into May, edie is keeping up the positive sustainability and climate action with a host of exclusive interviews and reports, two themed weeks of free online events, and the launch of the flagship Mission Possible 2020 report.
SodaStream's 67 billion plastics pledge and Timberland's letter to nature: The Earth Day success stories
To mark Earth Day 2020 edie has rounded up some of the shining examples of business commitments to delivering sustainable products, services and campaigns.
In charts: How coronavirus is impacting sustainability professionals across the UK
EXCLUSIVE: An edie survey of more than 100 sustainability professionals across the country has revealed exactly how the global pandemic of Covid-19 has impacted day-to-day working for those leading the CSR agenda for their organisations. Here are the results...
WBA: Companies with embedded sustainability best-placed to weather coronavirus storm
EXCLUSIVE: Reports of business failures to safeguard employee livelihoods or the environment amid the coronavirus pandemic are emerging at a near-hourly basis - and those best-placed to avoid the impending storm from consumers and investors are those that have already taken ambitious action.
Study: Climate-wrecking products 'should come with smoking-style warnings'
Cigarette packets with grisly warnings of the consequences of smoking are intended to deter smokers. Now a group of public health experts says similar warnings should appear on high-carbon products, from airline tickets and energy bills to petrol pumps, to show consumers the health impacts of the climate crisis.
Coronavirus: Now is not the time for environmental grandstanding
The Covid-19 pandemic should urge us to couple environmental and social sustainability, not pit them against each other, edie's senior reporter Sarah George argues.
Six ways CSR professionals can communicate through the coronavirus outbreak
As the Covid 19 outbreak continues across the globe, CSR and sustainability professionals, like most, will be grappling with changes to their working schedule and job remit. Here, edie rounds up six pieces of best-practice advice for evolving engagement with key contacts during these uncertain times.
Film and TV giants are phasing out red meat, ditch plastic bottles and save energy
Netflix, Warner Bros. and Sky are among the businesses to have received praise for taking action on environmental issues such as plastics, food waste and energy efficiency.
Network Rail helps passengers to ditch three million plastic water bottles
By installing drinking fountains at its stations as part of the Refill campaign, Network Rail has helped to mitigate the use of three million single-use plastic water bottles over the past two years.
Facebook's former sustainability chief now helping staff pressure corporates on climate
Facebook's former sustainability director and Google's former clean energy czar Bill Weihl has launched a new venture aimed at helping staff at corporates press their employers for more ambitious climate action.
'Encourage and enable': How Unilever is walking the talk on plant-based diets
EXCLUSIVE: After its report detailing 50 foods which consumers should eat more frequently to help tackle environmental issues went viral last year, Unilever's largest food brand Knorr has detailed its work to embed the campaign's aims across its own supply chain.
Journey to the top: Are today's sustainability professionals tomorrow's chief executives?
H&M's appointment of Helena Helmersson as chief executive marks the first time a global corporation has appointed a former sustainability manager to lead the company. Could this be a sign that sustainability is becoming so integral to business that today's CSR professionals are tomorrow's corporate leaders?
Science and storytelling: How Iberostar is engaging staff and guests with ocean issues beyond plastics
EXCLUSIVE: In the wake of 'Blue Planet 2', hospitality and leisure companies found themselves at the sharp end of the so-called war on plastics. But now that the sector's plastic phase-out is underway, how can it use its many touch-points to drive engagement across a broader range of environmental issues?
Purpose and profit: Unilever on how to drive benefits across the triple bottom line
Last summer, the chief executives of more than 180 corporates signed a declaration stating that the purpose of big businesses is no longer to simply generate profit for shareholders - that action must also taken to address social and environmental issues. But how can businesses without purpose "built-in" begin this transformation?
Natural History Museum declares 'planetary emergency'
London's Natural History Museum has unveiled a new sustainability vision for the next 11 years, centred around tackling what it has declared as the "planetary emergency".
Chief executives need to embrace employee activists
Anyone attending the World Economic Forum Annual Meeting in Davos this week will be left in no doubt, that the success of their business, depends on thinking different. But as they seek to turn ambition into reality, do they have the support of the stakeholders that really matter?
Nestlé commits £1.6bn to food-grade recycled plastics, pledges to cut virgin plastics use by a third
Food and beverage giant Nestlé has committed £1.59bn to source food-grade recycled plastics to be used in its packaging, alongside a pledge to cut the amount of virgin plastics it sources by a third.
Forster Communications targets 'climate-positivity' by 2023
Social change PR agency Forster Communications has pledged to become 'climate-positive' by 2023, reversing and mitigating more negative environmental impacts than it generates through its direct and indirect actions.
Quorn rolls out carbon footprint labelling
Quorn Foods is introducing labels detailing the carbon footprint of its products to some of its most popular lines, as consumer interest in the climate impact of groceries rises.
Servitisation and social media storytelling: How retailers are approaching sustainability in 2020
January is now probably just as synonymous with retail discounts as it is with New Year's resolutions. But following a year of unprecedented climate activism, how are retailers planning to increase sustainability action and embed a 'purpose-beyond-profits' approach in 2020?
New report reveals surge in employee engagement on energy issues
EXCLUSIVE: The UK's declaration of a climate emergency combined with the recent climate strikes and protests has fuelled a surge in awareness of energy issues among employees across the country, according to the latest Business Energy Barometer conducted by edie.
Meet edie's 30 Under 30 Class of 2019: Phoebe Whittome, Virgin Media
This series profiles the members of edie's 30 Under 30 - a nomination-based community of 30 hugely talented young sustainability and energy professionals who have already achieved great things or are showing fantastic promise. Next up: Phoebe Whittome, sustainability manager at Virgin Media.
Sky debuts plastic-free café as part of Ocean Rescue campaign
Media giant Sky has today (4 November) opened a plastic-free café at its headquarters in Brentford, as it strives to remove all single-use plastics from its products and operations by 2020.
Hold the front page: The Guardian targets net-zero by 2030
Guardian Media Group - the publishing house behind titles including The Guardian and The Observer - has pledged to become a net-zero business by 2030.
Pret-A-Manger: We can't greenwash our way out of the war on plastics
EXCLUSIVE: As consumers continue to push hard for food-to-go brands like Pret-A-Manger to ditch plastic packaging altogether, the firm's global director of strategy & sustainability has urged the sector to avoid "over-simplified" announcements or token phase-outs.
Meet edie's 30 Under 30 class of 2019: Katie Leggett, innocent Drinks
This new series profiles the members of edie's 30 Under 30 - a nomination-based community of 30 hugely talented young sustainability and energy professionals who have already achieved great things or are showing fantastic promise. Next up: Katie Leggett, innocent Drinks' sustainability manager.
Action Works: Patagonia opens pop-up activist café in London
Outdoor clothing company Patagonia has opened a pop-up café in central London, which will play host to climate activist training courses.
McDonald's, Burger King, begin phasing out plastic toys from kids' meals
Burger King has confirmed that it will no longer offer plastic toys with its King Junior Meals, in the same week that McDonald's has begun offering children the chance to swap their Happy Meal toys for a bag of fruit.