Anyone who's been anywhere near social media in the last 24 hours will know that Greggs has now launched a plant-based version of one of its most popular treats.
The vegan sausage roll practically broke the internet when it was launched yesterday, strongly dividing the World Wide Web for the first time since.... Brexit, maybe?
Many were beyond hyped that a vegan version of the lauded sausage roll had been released, prompting the product to sell out in stores up and down the country, but others weren't quite so elated - including Piers Morgan, who got back on his soapbox to tweet: "Nobody was waiting for a vegan bloody sausage, you PC-ravaged clowns."
Another person, Joe Deverics, also shared a now-viral video in response to the new product, tweeting: "How to eat a vegan sausage roll from @GreggsOfficial..."
In the video, Deverics walks into a Greggs store in Newcastle and buys sausage roll, before exiting the shop with it and throwing it immediately in a nearby bin.
But not everyone has found the funny side of Deverics' stunt - with the thread's top comment, which has racked up a whopping 3,000 favourites, reading: "Homeless person would have been grateful for that, shameful behavior really."
Many others agreed with the sentiment, with someone else writing: "You've just paid a quid for something and chucked it straight in the bin. That's a proper waste and your parents should stop giving you pocket money until you use it wisely."
Another suggested: "You could have given it to someone less fortunate!"
A third added: "I bet the hungry homeless guy down the street appreciated your gesture. As did Greggs as you added to their sales. Good god man, do something worthwhile with your life."
But 23-year-old Deverics believes his video has been taken 'completely out of context', urging others to 'lighten up'.
He told LADbible: "The video itself was for humour purposes only.
"I'll give you an example of whats happened. 100 people retweeted the post criticising me which means the next 900 people follow suit with the same thing. If 1,000 people were to find it funny then the next 9,000 people would as well. It's like a domino effect. People jumping on the bandwagon with criticism from what they're reading from others."
Greggs' new vegan sausage roll has been the subject of A LOT of online debate. Credit: Greggs
He continued: "I also guarantee 95 percent of those who have criticised me haven't gave a dime to someone who's homeless. They're looking for someone to have a go at to make them feel better about themselves.
"End of the day, the video has nothing to do with the homeless and is for pure comedic value only. People need to just calm down and not take offence to something which has absolutely nothing to do with them. They need to lighten up.
"You don't see Steve Aoki getting backlash from throwing a cake off stage into the crowd, so why should I?"
Deverics also said he's not even against the idea of a Greggs vegan sausage roll and insisted he has no issue with veganism in general either, saying 'everyone has their own choice on what they want to eat'.
The vegan sausage roll, which is made with Quorn instead of pork, was launched by Greggs to tie in with Veganuary.
Roger Whiteside, chief executive at Greggs, 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."
Featured Image Credit: Greggs/LADbible