KFC may be famous for its calorie-filled Double Down creation, but that may change.
The fast-food giant has announced a new burger made out of cauliflower and kale.
It features a "chia-seeded cauliflower bun", "unsweetened almond yoghurt", "ice cube relish", "spiralised chicken breast" and "100 percent British kale".
But things are not all as they seem, as it's suspected the burger is part of an elaborate publicity stunt aimed at trolling "clean-eating" fanatics.
The new dish has been created in collaboration with Figgy Poppleton-Rice - a so-called "#CleanEating fanatic and cauliflower connoisseur" - whose Instagram account first appeared only a week ago.
Her account is filled with quotes like, "Cauliflower isn't a food. It's a lifestyle choice."
It's believed the marketing ploy was created to emphasise how good the Colonel's fried chicken tastes in comparison to the clean-eating alternative, and it appears to have taken people in.
"What in the name of all that is holy is this? A clean burger...you mean a tie dye ..hug a tree... hippy burger....and who in the name of sweet muscular Jesus is figgy poppycock when she's not backpacking in the Andes?" one confused commenter wrote on Facebook.
However, KFC is refusing to clarify whether the burger will actually be available to customers.
"The KFC spokesperson isn't available to comment as they are currently looking into an increased cauliflower demand," a press officer for KFC told Mashable in an email.