Nearly 40,000 vegan steaks have been sold by supermarket giant Tesco, following the product's launch in store last week.
The retailer is the first supermarket chain in the world to sell the plant-based steak by Dutch brand Vivera.
The product, which is described by its creators as being 'barely distinguishable from real steak' in its taste, texture, and smell, launched instore on May 21. In June 2018, several large supermarket chains will follow in the Netherlands and from the second half of 2018 Vivera will also sell the product in other countries in Europe, starting with Germany, France and Italy.
In a statement to Plant Based News, Gert Jan Gombert, of Vivera, said: "We are overwhelmed by the great success of the 100 percent plant-based steak. Within a few days the first delivery of 40,000 items is nearly sold out. The sales could have been much larger, some supermarkets were sold out within a day.
"The consumers in England are almost without exception very enthusiastic about the taste and texture of the steak. The hashtag #Vivera almost exploded on Instagram.
"This ground-breaking product has also received a particularly positive reception from professional critics. We will do our utmost to meet market demand as much as possible by increasing our production faster than planned."
An advert for the steak
The product is one of many vegan options hitting shelves in UK supermarkets this year. In January, Sainsbury's launched its 'next generation' plant-based range including a jackfruit dish.
Tesco launched the Wicked Kitchen line in the same month - developed in collaboration with chefs Derek and Chad Sarno.
Derek Sarno told Plant Based News that the launch signalled a major move forward for vegan food in the UK, saying: "This is the year that we will see a major shift in food service offerings. The commitment and stance Tesco has taken...is just amazing!
"Accessibility will no longer be a barrier for anyone wanting to embrace a healthier and more compassionate way of eating that actually tastes amazing and isn’t just boring and bland. This is here to stay and, and it's far beyond a trend. This is a very exciting year ahead and there's lots more to follow."