McDonald's recent announcement about not using pink slime - a mix of meat treated with ammonium hydroxide and used in fast food burger patties - has called termed as a victory for Naked Chef and food activist Jamie Oliver.
McDonald's changed the ingredient from their burger recipe after Oliver forced them to remove a processed food type that he labeled pink slime.
When Oliver came to know that ammonium hydroxide was being used by McDonald's to convert fatty beef off cuts into beef filler for its burgers he was in shock, Daily Mail reported.
Oliver then grabbed the public attention by showing McDonald's treated meat on his TV show, Jamie Oliver's Food Revolution.
Since then a picture of goo that appears to be McDonald's ice cream - later revealed as a processed meat - went viral on social networking sites.
Basically, we're taking a product that would be sold at the cheapest form for dogs and after this process we can give it to humans, said Oliver.
On his show, Oliver showed the U.S. audience the pink slime created in the ammonium hydroxide process used by producers named Beef Products Inc (BPI).
The pink slime ingredient has never been used in the UK and Ireland McDonald's.
Even, Geral Zirnstein, a microbiologist of U.S. Department of Agriculture said that ammonium hydroxide agent should be banned.
I do not consider the stuff to be ground beef and I consider allowing it in ground beef to be a form of fraudulent labeling, he added.
Why would any sensible human being want to put ammonia-filled meat into their children's mouths? The great American public needs to urgently understand what their food industry is doing.
However, the one of the biggest fast food chains in the world said that its decision was not influenced by Oliver's month-long campaign. The fast food chain issued a statement saying that the decision was long in works.
At McDonald's, the quality and safety of the food we serve our customers is a top priority. At the beginning of 2011, we made a decision to discontinue the use of ammonia-treated beef in our hamburgers.
This product has been out of our supply chain since August of last year. This decision was a result of our efforts to align our global standards for how we source beef around the world, the company said.