Say what you want about veganism, but there’s no doubt that a meat-free life tends to encourage plenty of creativity in the kitchen. Case in point: the vegan roast currently setting the internet on fire. This smoked watermelon ham from Duck’s Eatery in New York might look like meat, and even taste like meat, but it is in fact purely just fruit.

Duck’s Eatery specialises in smoked goods so it’s not such a crazy concoction to find on the venue’s menu. While this innovative dish will set you back a hefty $75, its popularity is such now that it is sold out right up until November.

“We’re getting a request every minute or two,” Duck’s Eatery chef and co-owner Will Horowitz told Eater. “I had to set up an auto-reply on our email.”

The price tag is a result of the labour required for the dish. The watermelon is cured for four to six days, dried, smoked for eight hours, and then crisped up in a pan. The whole process takes a staggering week to complete which means that at maximum two are served per night.

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Beautiful pic and article by @jakecohen for @timeoutnewyork – check it out for a thoughtful description of our smoked melon!

A post shared by Ducks Eatery (@duckseatery) on Aug 31, 2018 at 4:15pm PDT

Watermelon ham has been integrated into the existing menu as a way to prove that not all mains have to be meat, rather than as a viral craze. “We want to sell it, and we’re going to keep selling it,” he says of its presence in the restaurant. “But do we want to open a watermelon stand next year? Definitely not.”

It’s hard to see how Duck’s Eatery can produce anything as awe-inspiring as smoked watermelon ham, but that’s not stopping the venue from trying. “We want to keep pushing these ideas and figuring out new and creative, innovative ways to eat and smoke non-meat things,” continues Horowitz.