“The beauty of real food is that it gets ugly,” says Burger King in its new ad campaign. The well-known fast food chain is not afraid to demonstrate just how ugly it really gets. By the end of 2020, all restaurants in the US will serve burgers free of artificial preservatives, meaning that their famous whoppers will contain more organic and healthier ingredients and, as customers will notice, they will get moldy over time. The artificial additives make food look fresh longer, so Burger King made a bold choice to show its customers just how ugly its new burgers will look once they start to decompose.

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Burger King just released a bold new ad demonstrating it’s new artificial preservatives free whooper

According to a YouGOV analysis, 60 percent of US adults aged 22 to 37 years old say they are more concerned about food additives and growth hormones now than they were five years ago.

This tendency pushes the food industry to offer healthier and organic options to those concerned about their health.

To appeal to this customer base, Burger King decided to remove artificial preservatives.

“At Burger King restaurants, we believe that real food tastes better. That’s why we are working hard to remove preservatives, colors, and flavors from artificial sources from the food we serve in all countries around the world,” said Fernando Machado, Restaurant Brands International Global Chief Marketing Officer.

Watch the ad below

In its new ad, Burger King demonstrates a time-lapse of 34 days to show exactly how long it takes for its new burgers to decompose. While the view isn’t pretty to watch, it shows the restaurant’s pledge to say goodbye to the artificial preservatives and serve its customers a healthier meal.

Image credits: drewmingl

In case you’re wondering how artificial additives help fast food to age, it’s worth remembering “the last McDonald’s cheeseburger sold in Iceland.”

Image credits: drewmingl

Just before the last McDonald’s branch closed in 2009 in Iceland, a man named Hjortur Smarason bought a meal for conservation. For the past 10 years, the McDonald’s cheeseburger and fries, which are now held in the National Museum of Iceland, have hardly changed at all.

Image credits: drewmingl

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