The purveyor of burgers to the planet, McDonald's, is re-thinking its place in British primary schools.
The fast-food giant says it is to pull out of these first schools, which teach children up to the age of 11. It has, until now, provided them with educational materials and teaching support to boost literacy and numeracy.
These valuable resources, says McDonald's are to be re-directed to older children in line with the UK government's education focus on employability and enterprise.
The company claims it can offer expertise in areas such as food technology, work experience in its restaurants and support for business studies students.
It has also been quick to dampen cynical speculation that its policy change has been prompted by criticism of its role in increasing obesity levels among British youngsters.
Data sourced from BrandRepublic (UK); additional content by WARC staff