Burger King has launched a new all-plant based Whopper burger, but it is not suitable for vegans.
The Rebel Whopper's patty is made from soy and is totally meat-free however as it is cooked on the same grill as its meaty counterpart, it is unsuitable for vegans who avoid all animal produce.
It is being targeted at flexitarians and people who occasionally avoid meat for health or environmental reasons.
Marketing director Katie Evans 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."
A spokesperson for Veganuary, the charity that promotes veganism said: " Burger King is not trying to ‘capitalise on the vegan pound'; it is catering for the growing number of flexitarians and meat-reducers. And this is something we should welcome.
"The best way to create more vegans is by changing non-vegans. Increasing the availability of plant-based options, particularly those that are similar to meat and likely to appeal to non-vegans, is the best way to do this."
Burger King joins a number of other food outlets including KFC and Greggs who are offering new plant-based food choices this month as people participate in Veganuary to reduce their meat consumption.