Greggs and KFC set for slice of Veganuary action with fake steak bake and 'zero chicken' burger

Greggs is set to launch a meat-free steak bake on Thursday
Greggs

Greggs is set to launch its latest meat-free offering this week following the success of its now iconic vegan sausage roll.

The high street chain is expected to unveil a plant-based alternative to its bestselling steak bake on Thursday, after a customer in Cardiff spotted a label for the hotly anticipated pastry.

Photographic evidence suggests the new product will consist of “savoury flavour Quorn myco-protein pieces and diced onions in gravy, wrapped in crisp puff pastry” and will cost £1.55.

It comes as fellow household names Costa Coffee and KFC promote their own new meal options, including a cheeseless toastie and a "zero chicken" burger.

While Greggs has not explicitly confirmed the steak bake rumours, it has announced that a new addition to its vegan range will “drop” on January 2.

The company wrote in a tantalising Twitter post this morning: “Get ready for the drop. Greggs X Vegan.”

It follows an earlier message captioned “#notflakenews. Believe the hype.”

The British bakery’s chief executive Roger Whiteside has said that the company is “working away” at coming up with vegan versions of all its top-selling lines following its sausage roll triumph.

He told LBC radio earlier this year: “If we can succeed in doing that and produce something that tastes just as good as the meat version, then that will sell very successfully.”

He explained the move was “in keeping with what customers want to consume”.

Thursday’s launch at Greggs will coincide with Costa Coffee's own Veganuary-friendly creation.

The cafe chain will introduce a new “Vegan Smoky Ham & CheeZe Toastie” in branches nationwide, as one of 25 vegan menu additions.

It describes the toasted snack as “Quorn smoky ham and coconut cheeZe, sandwiched between two sliced of golden vegan bread.”

In a promotional video, it filmed staff members at Pimlico Plumbers sampling the new sandwich, without telling them it was vegan.

After polishing off his oozing toasty, and discovering its true cheese-free identity, one participant says: “You're kidding me, was that vegan?”

His colleagues offer their own incredulous commentaries, with one suggesting: “Maybe we should all go vegan, guys,” and another, more elderly man, adding: “I really don’t know the difference."

Meanwhile, a billboard poster has been spotted for fast food favourite KFC advertising a new meat-free burger.

A photo shared by food news website Vegan Food UK shows the ad touting the plant-based treat, coated in the company’s signature “11 herbs and spices”.

“The Zero Chicken Burger to launch in January at KFC!!!” the caption of the image reads.

"We also hear they are setting up vegan specific areas in their prep areas to save any mix up - let's hope so!" it adds.

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