Unless you've spent what little we've had of 2019 so far under a rock, you're probably aware that Greggs has launched a vegan sausage roll.
While most people probably think that a popular food producer offering more choice is a good thing - or just don't care either way - professional shouty man Piers Morgan is not impressed.
Responding to a post from the official Greggs account, revealing the meat/dairy-free snack with the caption 'the wait is over', he wrote:
But Greggs was already ready for him. So much so, the company had this response ready to roll:
Naturally, people loved the reply, with many calling for whoever runs Greggs' social media accounts to be given a raise.
Loads of people were just pleased to see Piers getting trolled by the bakery chain, with one writing: "Oh Greggs....you are my first big giggle of 2019. Superb response...you owned him!"
Another said: "Genius tweet."
While a third wrote: "Unblocked Piers temporarily just for the joy of reading this tweet."
Others said the fact that Piers was so against the new vegan sausage rolls made them want to give them a try. Anyone else starting to think Piers has bought shares in Greggs?
However, Piers didn't stop there. Oh no, he really stuck it to vegans and Greggs by... erm... ordering a meat sausage roll to his hotel room.
OK, fair enough, pal. That's them told.
The vegan sausage roll has proved to be pretty decisive, splitting opinions before it was even officially on sale.
Some questioned why vegans would want to eat something that resembles meat, while others said it was a step in the right direction and that the meatless rolls were not a threat to the regular meat-versions.
Piers has since tweeted to point out that #greggsvegansausageroll is the number one trending topic on Twitter...closely followed by 'Piers Morgan'. That's a helluva lot of publicity for both...
Meanwhile, never mind Piers, Greggs has got no time for anyone questioning its new product, putting people in their place quicker than you can say 'triggered'.
The meat-free option has been launched to coincide with Veganuary, which has seen record-breaking numbers sign up and vowing to ditch animal products for 31 days. Veganuary - a charity which runs the event - says that it is expecting 300,000 people to sign up this year.
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."
So there you go - and remember, guys, it's only a vegan sausage roll, you don't have to eat it if you don't want. OK, Piers?
Featured Image Credit: PA/Greggs