MCDONALDS says it is sorry after a man "almost choked" on a "huge" piece of plastic pulled from a McFlurry.
The fast-food chain has pledged to launch a "full investigation" into the find after a shocked customer almost choked on the discovery.
Luke Ocana had to remove the piece of plastic wrap from his mouth to avoid choking while chomping down on the McDonald's dessert, after ordering the item from the chain in Eastern Avenue, Shoreham
He told The Argus: "Well I almost choked on it, I don’t know how on earth a huge piece of plastic wrap ended up in ice cream.
"Almost choked on it and had to pull it from my mouth."
The chain vowed to undertake a "full investigation" into the McFlurry find once the product was sent back.
A spokesman from McDonald's said: "Food safety is of the utmost importance to us.
"We place great emphasis on quality control, following rigorous standards in order to avoid any imperfections, and on this occasion, it appears we did not meet these standards.
"We are sorry to hear about this customer’s experience, and understand our Customer Services Team has outreached to them to help find a resolution.
"We have also requested that the object is sent back, to allow us to undertake a full investigation.”
The discovery comes after dissatisfied customers of McDonald's in Western Road deemed the restaurant to be among the worst in Brighton in September, with almost 22 one-star reviews.
Taking to Tripadvisor, disgruntled foodies slammed the chain as "terrible" with "horrible fast food".
On one occasion, a furious customer renamed the chain "McRubbish", saying they only included two burgers when they ordered three.
The restaurant received an overall rating of 2.5 stars, with 40 total reviews, seven of which were "excellent".
One disgruntled customer said: "Really did not want to come here, but was pride, and everywhere was mega busy.
"Had a cheeseburgerr, it was tasteless.
"Chips were horrible as well. Service was not good as chatting to each other."
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