UK bakery chain Greggs has come under fire on social media, following the launch of its new vegan sausage roll.

The vegan sausage roll was announced on January 2nd, by way of a Twitter post, and contains a ‘bespoke’ Quorn filling as opposed to the standard pork sausage version. The company sells an average of 1.5m traditional sausage rolls each week and is the chain’s bestselling product.

The ire was spearheaded by British journalist and TV presenter Piers Morgan, who replied to the original tweet with “Nobody was waiting for a vegan bloody sausage, you PC-ravaged clowns”.

Other social media users were also condescending, with one user simply saying on Twitter: “Bloody vegans”. Greggs replied with “The classic sausage roll is still available… it’s all ok”.

Not all uers were aghast, with many praising Greggs for the move. One user wrote: “When the high street Kings of Sausage Rolls launches a vegan alternative, you know change is a coming!”

“Like many food retailers we have seen increasing demand for vegetarian and vegan products,” said Roger Whiteside, the chief executive of Greggs, in a statement. “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 the 1,850 Greggs outlets nationwide, costing £1 – 5p more than the meat version.

Last year, animal welfare organisation Peta created a petition calling on Greggs to produce a vegan version of the iconic sausage roll. Over 20,000 people signed the petition and in turn the company began developing the product.

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