Burger King is launching a plant-based version of its Whopper in the UK that vegetarians and vegans will not be able to enjoy.
The Rebel Whopper, which is made from soy, lands in Burger King restaurants on Monday and is aimed at "flexitarians" – people who eat meat but are cutting down on consuming animal products.
It is not suitable for vegetarians because it is cooked on the same grill as the restaurant's beef burgers, but it is hoped it might encourage some meat eaters to cut down on their meat consumption.
It also won't be another fast-food option for those trying out Veganuary – a crowdfunded campaign to challenge people to eat vegan for the month of January.
Despite this, Burger King marketing director Katie Evans described the new plant-based Whopper as a "game changer".
She said: "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."
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The soy patty, made with the Vegetarian Butcher, is served with tomatoes, lettuce, mayonnaise, ketchup and pickles on a seeded bun.
Tony Vernelli, international head of communications and marketing at Veganuary, said the plant-based Whopper was aimed at "flexitarians who want to reduce their meat consumption for health or environmental reasons", or for those "considering going vegan".
He 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."