A similar decision applies regarding low fat white milk and fat-free chocolate milk, which would be derived from cows that have not been treated with rbST – an artificial growth hormone. Such decisions are based on a new thinking perspective which gives to the consumer the central place in the business equation. Making consumers happy will increase their number and that means more money for the company. However, both American and European consumers with demand for food made with natural ingredients only will have to wait up to two years for this project to become reality. McDonald is not already the only company preoccupied to sell more healthier products. Swiss food giant Nestle recently announced it would be removing all artificial flavours and colours from its chocolate products in the US.