Gordon Ramsay has told self-confessed vegan food-hater Piers Morgan to "go f*ck himself" in a stoush over the chef's new vegan menu addition.
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Hell's Kitchen host Ramsay announced on Twitter this month that he was adding a vegan roast dinner to the menu in his London restaurant Bread Street Kitchen.
Alongside a video of the new dish, he wrote, "It's happened. The vegan roast has landed."
Controversial British broadcaster Morgan then replied "Oh FFS, Ramsay... not you as well? This looks utterly revolting," alongside two vomiting emojis.
When the comments were read out during Ramsay's recent appearance on the Late Late Show hosted by James Corden, Ramsay said: "So Piers Morgan is now a food critic?! Go and f*** yourself! Seriously?"
Ramsay, who previously took a significant anti-vegan stance, said he's had a serious shift in his thinking.
"Veganism is on the rise, we've got to adapt and eat a slice of humble pie," he told Corden.
But Morgan has slammed the stance on Twitter, saying there's no way Ramsay has "seen the vegan light".
"Gordon hasn't changed his mind about vegans because he's suddenly seen the vegan light.. he's changed his mind so he can cash in on this absurd new craze to eat tasteless gruell," Morgan wrote.
Ramsay's Tweet certainly shows a change of heart. He previously said he was a member of PETA, as in "people eat tasty animals," and called himself "allergic" to vegans.
Opinion online was split following the bickering, with many praising Ramsay for offering a vegan option.
Animal rights organisation PETA replied with "Yessss! We're so excited to see more vegan choices on the menu."
Another person commented that "Hell's Kitchen has frozen over and I friggin love it!"
But more cynical commenters agree with Morgan that Ramsay has jumped on the bandwagon.
"Ramsay was against vegans and made it quite clear but now with the market shifting he wants a piece of it," one person said.
"Never seen a roast look less appetising," wrote another.
Veganism is certainly on the rise in New Zealand; we rank third in the world for numbers of vegans per capita and the popularity of vegan-related searches online last year was 11 percent higher than 2017.