Piers Morgan tried Greggs' new vegan sausage roll live on air today and spewed it into a bin.
The Good Morning Britain host, 53, said he was appalled by the smell and taste of Britain's most talked about new snack and ended up with his head in a waste basket after taking a single bite.
Greggs delivered a fresh batch to the studio for him to try but he was forced to spit it out and saying: 'It absolutely stinks and tastes disgusting. Why would anyone eat this?'
But co-host Susanna Reid said the meat-free treat tasted 'delicious' and ate her's with gusto.
Vegans have targeted him on Twitter again today and accused him of faking his violent reaction to the 'sausage roll' calling it an anti-vegan conspiracy.
AnnieMoir tweeted: 'Veganism is made a mockery of. Whether you’re vegan for the rights of animals, environmental reasons or even diet, don’t be affected by this blatant and childish propaganda. Such a shame, at a time when the nation is so influenced by TV. @GMB @piersmorgan'.
Others said the incident made them 'laugh out loud' and 'made their day'.
Piers had torn off a piece of the vegan sausage roll and said 'they stink' before putting it tentatively in his mouth.
Struggling to chew it he then started gagging and saying: 'Ugh, God, oh God' before throwing it back up into a bin and exclaiming: 'Why would anyone eat this?'.
He then said: 'They're tasteless, they don't taste anywhere near as good as the real thing'.
Piers has called for Britain to follow France and ban vegetarian foods being labelled like a traditional animal product such as a sausage roll, chicken nuggets or bacon rashers.
He blasted Greggs' decision to make a meat-free sausage roll and said: 'Nobody was waiting for a vegan bloody sausage, you PC-ravaged clowns'.
Greggs launched its vegan sausage roll using what it calls a ‘bespoke’ Quorn filling last week and some branches sold out as people rushed to try them.
The company, which sells 1.5m traditional pork sausage rolls a week - around five every second - says the new version has been designed to mirror some of the original’s classic features.
It has 96 layers of light and crisp puff pastry - made with vegetable oil - around the filling, which Quorn describes as a mycoprotein but actually originated as a fungus found in the soil.
The launch comes after 20,000 people signed a petition by animal welfare organisation Peta last year calling on Greggs to produce a vegan version of its bestselling item.
Greggs chief executive, Roger Whiteside, said: ‘Like many food retailers we have seen increasing demand for vegetarian and vegan products.
‘We have been trying to develop a vegan version of our famous sausage roll for some time now. It has not been easy but our taste panel customers all love this one, so we have decided to launch it as our contribution to Veganuary.’
The new vegan sausage roll is on sale in 950 of Greggs’s 1,850 UK shops from last Thursday and costs £1, which is 5p more than the traditional meat version.
This article has been adapted from its original source.
