A heated row has broken out over a move by Britain's largest bakery chain to launch a vegan sausage roll.
It was promised after 20,000 people signed a petition calling for the snack to be launched to accommodate plant-based diet eaters.
But the vegan sausage roll's launch has been greeted by a mixed reaction: Some consumers welcomed it, while others voiced their objections.
Cook and food poverty campaigner Jack Monroe declared she was "frantically googling to see what time my nearest opens tomorrow morning because I will be outside".
While TV writer Brydie Lee-Kennedy called herself "very pro the Greggs vegan sausage roll because anything that wrenches veganism back from the 'clean eating' wellness folk is a good thing".
One Twitter user wrote that finding vegan sausage rolls missing from a store in Corby had "ruined my morning".
Another said: "My son is allergic to dairy products which means I can't really go to Greggs when he's with me. Now I can. Thank you vegans."
TV presenter Piers Morgan led the charge of those outraged by the new roll.
Mr Morgan later complained at receiving "howling abuse from vegans", adding: "I get it, you're all hangry. I would be too if I only ate plants and gruel."
Another Twitter user said: "I really struggle to believe that 20,000 vegans are that desperate to eat in a Greggs."
"You don't paint a mustach (sic) on the Mona Lisa and you don't mess with the perfect sausage roll," one quipped.
Journalist Nooruddean Choudry suggested Greggs introduce a halal steak bake to "crank the fume levels right up to 11".
The bakery chain told concerned customers that "change is good" and that there would "always be a classic sausage roll".
It comes on the same day McDonald's launched its first vegetarian "Happy Meal", designed for children.
The new dish comes with a "veggie wrap", instead of the usual chicken or beef option.