Burger King is the latest restaurant to introduce a plant-based item on to their menus for Veganuary but for vegetarians and vegans, this one is off-limits.
The Rebel Whopper is made from soy but it is not suitable for vegans or vegetarians because it is cooked on the same grill as the fast food giant's beefburgers.
Instead the burger - which will be available in UK chains from Monday - is being aimed at 'flexitarians', people who eat meat but are cutting down on the animal-based food they eat.
Burger King marketing director Katie Evans said: “This really is a game changer – we wanted our first plant-based Whopper to replicate the indulgence and flame-grilled taste of the real thing as closely as possible, and we’re thrilled with the result.
“We’re delighted to satisfy the demand for this highly-anticipated product and finally bring the Rebel to the UK.”
The soy patty, made with the Vegetarian Butcher, is served with tomatoes, lettuce, mayonnaise, ketchup, pickles on a seeded bun.
It is hoped the new burger might encourage some meat eaters to cut down on their meat consumption.
Toni Vernelli, international head of communications and marketing at Veganuary, said: “For all of the important issues that Veganuary – and most vegans – are trying to address through their food choices it makes absolutely no difference whether the plant-based patty is cooked separately or on the same grill as the meat.
“What does make a big difference to animals and the planet is when non-vegans choose a plant-based menu option, enjoy it and then order it again.
“And that’s exactly who Burger King’s plant-based Whopper is aimed at, flexitarians who want to reduce their meat consumption for health or environmental reasons, or are considering going vegan.”
The Rebel Whopper, already available in Ireland, goes on sale to anyone in the UK with the Burger King app from Monday, and to everyone from Wednesday.
The launch of the plant-based burger comes after Greggs introduced a vegan steak bake to their menu.
It was met with 20-minute queues as customers rushed to get their hands on the new animal-free pasty.
Greggs is hoping to repeat the success of the vegan sausage roll, which launched last year.
Vegan Emma Phillips queued for around 20 minutes outside a Greggs store in Newcastle and said she “really liked” the bake, adding it is “better than the vegan sausage roll”.
While KFC has also launched a a vegan burger and sandwich maker Subway has released a meatless meatball marinara.