Kim Kardashian is being roasted online after pretending to eat a burger in a new ad for a vegan food brand.
In the video, the reality TV star spruiked the benefits of going plant-based while posing in front of a variety of meals made with Beyond Meat.
"I believe so much in the mission of Beyond Meat that I’ve stepped in to help with my greatest asset - my taste," Kardashian says in the 30-second Instagram video.
"This plant-based meat is not only amazingly delicious, but it’s also better for you and better for the planet."
The first meal she tried is a vegan burger, which gets unveiled to the Keeping Up With The Kardashians star on a silver platter.
But despite her claims in the video that it's delicious, the Skims founder clearly didn't find it that appetising.
In the ad, she can be seen chewing and holding half of the uneaten burger while her mouth moved in a chewing motion.
Unfortunately for Kardashian, the burger can be clearly seen. Not only was it meat-free, but it was also bite-free.
Aside from pretending to chew a very clearly unbitten burger, the star can be seen squeezing lime over tacos and staring blankly ahead in front of meat-free sausages, spaghetti, and more.
"So good," the 41-year-old reality star said during the ad, while repeating the same chewing motion.
The reality star's attempt to fool her fans was not lost on her social media followers.
One social media user was straight up with Kardashian: "I ain’t buying it cause you ain’t really eating it."
Another straight-up mocked her with a comment dripping with sarcasm: "I believe so much in this company that I don’t even need to try their products."
Another called out Beyond Meat for the painfully obvious fake chewing: "You do realise she didn’t actually put any of that in her mouth right?"
However some vegans were just happy to have the world's most-recognised face associated with a meat-free alternative.
One said: "To my beautiful vegan fam, especially my fellow ethical vegans, please think critically and understand the impact this collaboration will have in terms of the massive influence."
A second addressed Kardashian directly with praise: "Yes! Thank you! Using your name for such a huge thing, you are helping people open their eyes."
A non-Kim fan added: "Don’t love her but love the message and cause."Featured Image Credit: Instagram/Kim Kardashian.