The Food Safety Authority Has Got Some Beef With The New ‘Irish’ McDonald’s Burger

McDonald's have been forced to remove the word 'artisan' when promoting their new McMór burger.

It turns out the new burger, which contains relish, cheese and kale, does not comply with the guidelines laid out by the Food Safety Authority of Ireland (FSAI) earlier this summer.

The newly introduced rules state that only food items made in limited quantities by skilled craftspeople can be described as artisanal, and the process cannot be fully mechanised.

The guidelines also state artisan food should use locally produced food, when seasonally available and practical.

The new McDonald's burger – which was launched in an event run by Lovin Dublin last month – does not conform to these standards, according to a report in today's Irish Times.

In light of the FSAI's objections, the fast food behemoth has conceded, and the term artisan will no longer be used in their promotional campaign.