Fast food chain Arby's has created what it calls a 'megetable' - a carrot made from turkey that has a similar look and taste to the vegetable.
Various media outlets have described the move as Arby's 'trolling' vegans and other fans of meat alternative products.
Arby's Brand Executive Chef Neville Craw conceptualized the 'marrot' along with his sous-chef Thomas Kippelen. Craw said the product was about 'staying true' to Arby's pro-meat brand.
The chain has previously vowed to never put meat alternatives on its menu, releasing a statement in May saying: "Arby's is not one of the restaurant companies interested in working with Impossible Foods.
"The chances we will bring plant-based menu items to our restaurants, now or in the future, are absolutely impossible."
Now in what CNET has described as an 'unsettling' move, the chain has doubled-down on its pledge to keep promoting meat.
"Plant-based meats are the latest incarnation of making vegetables look like what Americans really want - which is great, tasty meat," Jim Taylor, Head of Marketing at Arby's, said in a statement.
"Universally, people know we're supposed to eat vegetables every day. But 90 percent of Americans don't eat the recommended amount. So we said if others can make meat out of vegetables, why can't we make vegetables out of meat?"
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Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers. She was previously the editor of Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
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