McDonald's is killing the menu item it created to take down Subway

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McDonald's Removes Items as It Undergoes 'Menu Simplification'

McDonald's is cutting wraps, a former health-food favorite, from the menu.

The fast-food chain began phasing out large and snack-sized wraps in US locations last summer, reports Bloomberg.

The menu cut comes just three years after McDonald's introduced Premium McWraps in 2013. At the time, McDonald's internally called the product a "Subway buster," intended to appeal to millennials seeking healthier products.

Of course, today it is clear that it wasn't Subway that McDonald's needed to worry about in the world of healthy food. The fast-casual industry has exploded, bringing with it a fresh, new understanding of what young consumers want when it comes to nutrition.

Check out unique fast food items from around the world:

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Fast food from around the world
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McDonald's is killing the menu item it created to take down Subway
McDonald's Japan serves rice cheese balls! A crispy outside with a warm, gooey inside -- YUM.
McDonald's India features the McAloo wrap. Aloo is a type of potato curry and McDonald's put its own spin on it by wrapping a flour tortilla around an aloo patty garnished with lettuce, onions, vegetables, and sauce.
Pizza Hut Russia serves an Oktoberfest seasonal pizza with Bavarian sausage, pepperoni, vegetables, sauce, and mustard. You like?
At Burger King Argentina you can order a Churrasquito. It's grilled over hot coals and served with cheese, lettuce, tomato, and mayo.
At select Wendy's locations in Australia, you can order a Brekky dog -- a breakfast style hot dog. GOOD MORNING to that!
Taco Bell Japan serves a shrimp and avocado burrito. This exclusive item has only been on the menu since April 2015!
Known as 'Maccas' in New Zealand, McDonald's menu there includes 3 savory pies. This one is the Mince 'N' Cheese pie stuffed with ground beef and cheese. 
At Pizza Hut in Saudi Arabia you can order a seafood pizza, including shrimp, calamari, crab, and vegetables on a thin crust.
McDonald's serves porridge in Thailand! 
You can order chili cheese nuggets from Burger King in Hungary. Bits of jalapeño peppers and a spicy kick.
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Chains such as Chipotle and Panera have contributed to the elevation of all-natural and fresh foods, as opposed to a focus on lower-calorie options. In the last few years, this new emphasis has lead to chains including Pizza Hut, Taco Bell, and Subway announcing plans to cut artificial ingredients. Even McDonald's has made adjustments, announcing plans to remove all antibiotics vital to fighting human infections from its chicken supply in 2015.

Ultimately, antibiotic-free chicken, as well as higher-quality Create Your Taste burgers and all-day breakfast have done more to change millennials' negative opinion of McDonald's than the McWrap.

Bloomberg reports that the wraps never took off with many customers, and created more work for McDonald's employees. As McDonald's works to simplify its menu and speed up service, wraps simply didn't make the cut.

RELATED: A fresh-cut ranking of fast food's best french fries

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A fresh-cut ranking of fast food's best french fries
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McDonald's is killing the menu item it created to take down Subway
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See Also:
Chipotle's most desirable customers are ditching the brand
JCPenney is tapping into a $17.5 billion market with a new plus-size clothing line
This regional grocery chain just beat out Trader Joe's to be named best in America

SEE ALSO: Subway is fixing its menu to solve its biggest problem

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