Greggs' vegan sausage roll surely takes the prize for the most hyped food debut of 2019.
But the popular plant-based snack could be knocked off its perch before the year is out by another new offering from the high street bakery chain.
Greggs are about to follow up the launch of its trendy alternative sausage roll with a vegan steak bake.
And an eagle-eyed customer may have found the evidence the product is due in stores sooner than we all thought.
The rumours have been circulating after Rosie Anne Barnett, shared a snap of a sign for the bake in the counter at Greggs in Cardiff to UK Vegan's Facebook page, Edinburgh Live reports.
According to the label, the original steak bake will get a vegan re-christening, with the meat substituted for Quorn.
Rosie wrote: "Apparently launches tomorrow."
Rumours have been flying for months after Greggs' chief executive Roger Whiteside first teased diners with details of new vegan option during a radio interview in August.
The retailer has since confirmed that new vegan treats would be dropping in January following the epic success of their meat-free sausage rolls.
It comes after Greggs - which has 2,000 shops nationwide - saw sales up by 13.4 per cent in the last year.
Its figures are believed to have been boosted by the popularity of vegan sausage rolls which hit the shelves in January.
Vegan Food UK - which has 94,000 followers on Instagram - posted a picture on its official page this morning.
It said: “CONFIRMED! The first official evidence that @greggs_official will launch a Vegan Steak Bake!
“And many guessed correct that it will be Quorn making the ‘steak’ part of it.
“It should launch today.”
While they have kept the new vegan menu strictly under wraps, Greggs took to Twitter to ask customers which vegan products they would like to see next.
One of the most popular suggestions was a vegan steak bake and it seems that these dreams could be about to come true.
The label notes that the vegan stake bake will have "savoury flavour Quorn mycoprotein pieces and diced onions in gravy, wrapped in crisp puff pastry".
According to the label, the bake has 380 calories, will set you back £1.55 to take away or £1.85 to eat in.
As for when it will hit the shelves? While Vegan Food UK seems to have some inside word suggesting its debut will be imminent, others think hungry vegan Greggs-lovers may have to wait until next week.
A staff member at a Greggs shops in Glasgow told Glasgow Live today: "We haven't got it in yet but I think it might be next week. We haven't been told yet for sure."
A Greggs spokeswoman said the company could not comment further at this stage beyond its confirmation last week that its stores would soon be launching a new vegan product.
