MCDONALD’S HAVE BEEN forced into something of a climbdown in the promotion of their new ‘artisan’ McMór burger.

In that they’re not allowed to say that it’s an artisan product.

New guidelines introduced by the Food Safety Authority (FSAI) earlier in the summer are quite specific about what constitutes an artisan product. And unfortunately the McMór just isn’t quite up to scratch from that point of view.

According to the guidelines, a foodstuff can only be labelled as artisan if:

• The food is made in limited quantities by skilled craftspeople
• The processing method is not fully mechanised and follows a traditional method
• The food is made in a micro-enterprise at a single location
• The characteristic ingredient(s) used in the food are grown or produced locally where seasonally available and practical

So it seems the McMór has come up short.

“The usage of the term artisan is, as we are now aware inaccurate in so far as it is in breach of some of the recently launched, voluntary FSAI guidelines around the usage of the term in the marketing of food,” a statement from the fast food chain said.

As such this specific term will no longer be used in any news release around the limited edition McMór.

Ah well. It still looks very tasty though.

Read: 7 questions we all need McDonald’s Ireland to answer

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