Burger King has added a new item to its menu in Brazil—poop ice cream.

The new cone is fashioned to look like the adorable emoji, a smiling pile of poo.

If you think this sounds like the least appetizing food item ever, well, there's a reason. The ice cream is actually not made of feces—it's completely free of artificial ingredients, and the idea is to highlight the fact that Burger King no longer puts s**t into its products. The company has vowed to remove 100% of all artificial ingredients from its sandwiches by 2025. 

"Our goal was to show in a funny way that our product—no matter how it looks—is the cleanest of all," stated Juliana Cury, marketing director at Burger King Brazil. "The important thing is what's inside: a tasty ice cream without artificial ingredients of any kind."

Read: Four agencies pursue Burger King's creative account. 

Agency David São Paulo is behind the campaign. “Just like we did with the Moldy Whopper, we are using a powerful and memorable visual to make people think about what’s in their food and making a strong point about ours,” commented Renata Leão and Edgar Gianesi, executive creative directors, in a statement.

“It's better to look like a poop on the outside than to be stuffed with lots of bad ingredients on the inside," added Creative Director Rogério Chaves.

Burger King Brazil is selling the poop ice cream out of a specially branded truck this month. (It's still mulling whether to make it a permanent item.) However, it seems creating it was no mean feat; to make the eyes and mouth of the Poop Emoji Ice Cream without artificial ingredients was the major challenge, according to the agency. 

Separately, David is one of four agencies vying for Burger Kings U.S. creative account, alongside O'Keefe, Reinhard & Paul, Fig and 360.