As the biggest fast food chain in the world faces some really tough times in the midst of a dramatic fall in consumption in its industry, McDonald's attempts a new venture to entice children to eat their greens: bubble gum broccoli.

Strange as it may sound, bubble gum broccoli is actually a reality - or at least it so attempted to be. According to the United Kingdom news outlet The Independent, the latest stint McDonald's has gone through to get some more attention from the public didn't go as well as planned, failing to even reach shelves in the home of Ronald McDonald.

News of the new vegetable flavor, bubble gum broccoli, came out last week at an event hosted by Andreessen Horowitz, a capital firm. According to Business Insider, last Thursday night, McDonald's CEO Don Thompson was asked how the company was dealing with the necessity to get children to eat better, and he spoke about the experiment the company had made not long ago.

The first way Thompson responded to the question was pointing out that McDonald's has reduced the size of their French fries and also redesigned their longstanding milk jugs - but he agreed it wasn't enough, so he then went on to talk about the great event: the bubble gum-flavored broccoli.

In McDonald's seemingly good-natured attempts to make children find vegetables more appealing, they tested out the new formula of bubble gum broccoli with children, but - unsurprisingly enough - the kids found the invention absolutely confusing, according to Business Week.

While it's certainly interesting that McDonald's, a company that has done so much in pro of the obesity epidemic, is taking a hands-on approach to lower the chances of children obesity - but it certainly seems like bubble gum broccoli is a step too far and definitely a project doomed to fail.

Hopefully, McDonald's and other fast food chains will work towards more comprehensive ways to make healthy eating a reality in the United States and everywhere else.