Jamie Carter received a promotional leaflet through his letterbox earlier this month, featuring a list of meaty month names, such as ‘Tunauary’, ‘Steakuary’ and ‘Turkeyuary’.
Upon receiving the ‘very disappointing’ flyer, the 27-year-old took to Facebook to brand Subway an ‘absolute p***take’, ‘pathetic’ and ‘f****ing vile’.
The forklift driver, who has been vegan for two years and was previously vegetarian for 18 years, has now vowed to boycott Subway, despite having ‘at least 10’ within walking distance of his home.
Jamie, from Norwich, said: "I thought I might fancy a Subway so went to see if they had any offers in the leaflet. I turned it over and to my dismay I felt they were making a mockery of Veganuary.
"I’ve never seen any company, let alone such a big one, make a mockery of Veganuary.
"They include so many meats like ‘Steakuary’ or ‘Turkeybreastuary’, it was just a marketing opportunity for them.
"I’d rather they just promoted Veganuary, it was unnecessary to add all the other terms. This should be a time of promoting a more ethical option.
"I was just pretty dumbfounded. I'll happily boycott them now."
After posting the advert on Facebook, Jamie discovered many of his followers felt the same as him.
Jamie wrote: "Subway UK & Ireland very disappointed with you making a mockery of Veganuary.
"Posting a leaflet promoting people to eat whoever they want instead of promoting a cruelty-free compassionate option.
"SHAME ON YOU."
Jamie said: “I posted it online to see if anyone else had the same feelings as me, and an awful lot of people do.
“That was the first time I've ever addressed a big company directly and I've still not had a response from them.
“It's a leaflet with six vouchers inside - only one of which is for their plant-based section. The rest apply to any of their meat or dairy products.
"The general consensus is that people aren't happy. I do generally speak to like-minded people and they think it's degrading to the cause.
"I thought [Subway] had made a step in the right direction by bringing out plant-based options and they've done a 180 now.
"It's like they've undone their efforts so far."
After posting online, Jamie's post attracted comments from other vegans keen to give their two pence.
One said: "Pathetic. Wouldn't go there anyway."
Another commented: "F***ing vile to use the Veganuary word and [to] add flesh 'fleshanuary' it is literally taking the p**s. I’m pleased I’m no regular at this place."
A third said: "They can stuff it! I'll make my own rolls and a lot cheaper too."
LADbible has approached Subway for comment.