It is one of the most instantly recognizable logos in the world, but the "Golden Arches" logo that has represented the fast food chain, McDonald's, for decades is to be dropped from its U.K. advertising for the first time in its history, it was announced.

The symbol is to be replaced with a gold question mark as part of the company's efforts to ditch its association with unhealthy "junk" food.

The new-look logo is part of a campaign to challenge the public's perception of its food products. Instead of its trademark Big Macs and milkshakes, the posters will feature fresh salads, a selection of fruits or a cream cheese bagel.

The company is planning to promote its new image by blitzing 17 million households with booklets.