A meat-replacement product made from oats keeps selling out all over Finland and Sweden.
The 100 percent vegan products - called Pulled Oats - were created by Maija Itkonen, in an attempt to better the soy-based meat alternative products on the shelves.
Working with a childhood friend childhood friend Reetta Kivelä - who just happened to have a special interest in oats, Itkonen created the range.
According to food media outlet the Daily Meal: "The company achieves the fall-off-the-bone feel of real shredded meat by literally pulling on the fibers of the oats.
"The texture is achieved using purely mechanical processes like mixing, pressing, and heating, meaning no chemicals or additives are needed."
According to the company behind the product - Gold & Green of Helsinki -the product offers the 'perfect protein'.
It claims: "Pulled Oats doesn't only contain much protein (over 30 percent), but also contains all nine essential amino acids, which makes it a so-called "complete protein'.
"Amino acids are the building blocks in your body. There are many kinds of amino acids.
"Most of them can be created by the body itself, but not the nine so called 'essential' ones."