Fat Statement
We want to make fast food healthier by reducing the amount of fat. Therefore, each year we complete a year-end fat statement to see if we have succeeded. The first year we removed 83 tons of fat. In 2007 the year-end fat statement showed minus 169 tons of fat!
In Sweden this year obesity, fat, sugar and fast food have been discussed more than ever before. Max, which is part of the fast food industry, is often identified a part of the problem.
Healthy debate
We think this is a good and essential debate. It is important to reduce the ever increasing obesity in Sweden and stop the illnesses such as diabetes and coronary diseases that are related to obesity. During the past two years Max has launched new, low-fat fast food products while we simultaneously reduced the amount of fat and calories in our ordinary selection. During the hamburger chain.$)A.!/.s 38-year history we have never made such great changes in our product line.
Today you can eat just as healthy as or even healthier at Max than at any other restaurant. Our salads and our keyhole-marked burgers are a healthy alternative to many of the unhealthy and fat pasta dishes, quiches and traditional dishes that Swedes generally eat for lunch. Following the launch of our keyhole-marked products we have continued to review the range of the foods we offer. We have also replaced mayonnaise with a leaner substitute with about 60% less fat. We have also changed our ice cream to a leaner type with about 1% fat.
Milestones
Many new changes along this line are taking place together with the new product family:
2003:
- The fat content in our ordinary mayonnaise is reduced by over 60%.
- New low-calorie product: Smoothie
- New product: Natural spring water in sport bottles (non-carbonated)
- The choice of rye bread instead of white bread on all burgers.
- Several new alternatives to French fries (same price for the customer): New fat-free green salad, fruit salad and cole slaw.
- Apple smoked bacon (for the taste).
2004:
- Keyhole-marked pasta salad.
2005:
- Low Carb-burger, a burger without bread.
- Slim - keyhole-marked hamburger, just as lean at cottage cheese.
- Low Carb-burger.
- No trans fats at Max.
2006:
2007:
Guaranteed Swedish
Max is the only national hamburger chain that guarantees Swedish beef and Swedish chicken.
We sympathize with the treatment of Swedish animals and we feel confident about the careful controls applied by our Swedish suppliers.
The consistent quality of Swedish beef and Swedish chicken enables us to guarantee that our burgers taste exactly how you expect them to taste.
Winning Swedish Hearts
Taste is absolutely the most important aspect for us at MAX - nothing lies closer to our hearts! If there is something we are known for, it is that the majority of the people think our hamburgers taste the best. Proof: Most of the time, we have the highest ratings in all the taste tests conducted in Sweden (just recently according to SIFO and ISI Wissing 2007).
In short: We know how to win the Swedish heart!