NEW YORK - MSNBC featured the efforts of QSRs to introduce healthier fare, with Burger King promoting fresh vegetables and oatmeal, McDonald€™s selling "real fruit smoothies" and Wendy€™s pushing "natural" lemonade and salads.

Following the success of Subway and Chipotle, which earned prominence with their fresh, customized offerings, QSRs are shifting to fresh as the competition tightens in the foodservice industry.

"It€™s going to be a real battle for market share," said Bonnie Riggs, restaurant industry analyst with NPD Group, adding that the U.S. foodservice market is likely to grow less than one percent a year over the next decade.

Last week, Burger King revamped its advertising strategy, focusing on fresh vegetables while dismissing its longtime King mascot. And this past week, it added oatmeal to its menus.

McDonald€™s said it has been working for years on providing healthier fare, reducing sodium in its McNuggets and phasing out super-size options. Additionally, it has pledged to offer a healthier version of its Happy Meal, too.

Burger King€™s new "food-centric" advertising coincided with the launch of its new oatmeal, an attempt to help revive same-store sales that fell 5.3 percent in the most recent quarter.

Other QSRs developing healthier food items include Jack in the Box, which will begin including apple bites as an option with its kids meals, and Carl€™s Jr. and Hardee€™s, which are now offering turkey burgers.