MORRISONS has banned the sale of its new vegan pork pies in Melton Mowbray the home of the traditional British snack to 'avoid offending residents of the town'.
A leaked internal memo revealed the supermarket giant's decision to not sell the 'no pork pies' at the Leicestershire store, ahead of the launch of the product on Monday.
The notice warned the range would not be stocked in Melton Mowbray, where the snack first became popular in the mid 18th Century, in order to 'avoid offence'.
It also advised staff to direct customers asking for the meat-free pork pies to customer services who will arrange a home delivery.
The memo reads: "As Melton Mowbray is celebrated around the world as the home of the original Pork Pie, the decision has been taken that only pork pies made following the traditional meat based recipe should be stocked in the store.
"Melton Mowbray residents are known for being fans/ambassadors of 'their' Pork Pie and so to avoid any offence we'll be delisting the vegan pork pie in this store."
Morrisons confirmed the decision to not sell the pork pies was 'made out of respect for the town and its heritage of the pork pie'.
A Morrisons spokesperson said: "We have let our Melton store know they won't be selling the 'no pork' pie due to the town's strong heritage with the traditional pork pie."
Stephen Hallam, treasurer of the Melton Mowbray Pork Pie Association, which promotes the status of the the town's snack, welcomed the ban.
He said: "It's a case of semantics really, it can't be a pork pie if it doesn't have pork in it. "The Melton Mowbray pork pie can never be beaten in the hearts and minds of the people who live here."