American fast food sandwich chain Arby's has rebuffed the hype surrounding veganism, 'Meatless Mondays' and plant-based meat alternatives, instead, creating 'Megetables' - or meat-based plants.
The 55-year-old quick-service sandwich chain, which boasts the slogan "we have the meats", has formulated the bizarre gimmick following the recent popularity of meat alternatives on the market.
The "Marrot" is their meat-based carrot, invented by the brand as part of their 'Megetables' experiment.
Arby's claim the Marrot possesses the same vitamin profile of an actual carrot. It's crafted from "sous vide" turkey meat (a method of cooking produce in a vacuum-sealed plastic pouch) - very Masterchef.
There is some actual carrot involved, however - CNN says carrot juice powder is used for that authentic carrot colour. Yummy.
Arby's seemingly prides itself on being every vegetarian's worst nightmare, recently affirming they would never offer a meat alternative in their stores.
In a statement to Fox News, Arby's said: "The chances we will bring plant-based menu items to our restaurants, now or in the future, are absolutely impossible."
A spokesperson for Arby's told US media that they were "inventing and exploring" the Megetables concept - but don't plan to sell them in stores anytime soon.