In the last few years, pea protein patties and soybean slabs have made their way into burger buns across the country, reflecting consumer demand for plant-based products that look and taste like meat.

US fast food chain, Arby’s, however, has decided to go a different direction. Last month, the sandwich franchise revealed they are working on a new food category called ‘megatables’, starting with the launch of a meat carrot, also known as ‘the marrot’.

The new megatable is made from sous vide turkey breast rolled in dried carrot juice powder and maple syrup powder, then roasted in the oven. The company says that the marrot contains 70% of the recommended daily dose of vitamin A and more than 30g of protein per serve.

“Plant-based meats are the latest incarnation of making vegetables look like what Americans really want, which is great, tasty meat,”  Jim Taylor, chief marketing officer at Arby’s said in a statement. “Universally, people know we’re supposed to eat vegetables every day. But 90% of Americans don’t eat that recommended amount. So, we said if others can make meat out of vegetables, why can’t we make vegetables out of meat?”

While Arby’s has vowed not to add any plant-based alternatives to its menu, global fast food chains like KFC, McDonald’s and Burger King have already jumped on the plant-based bandwagon.

McDonald’s is currently trialling a McVeggie burger in South Australia and a McVegan burger in Finland and Sweden while KFC has recently launched a vegan chicken burger, called the ‘imposter burger’ into Canada and the UK. Burger King has also rolled out an Impossible Whopper in the US.