Piers Morgan has revealed that his former feud with Greggs over its vegan sausage rolls stemmed from boredom.
On Sunday, the Good Morning Britain host opened up about his previous controversial behaviour in a new interview with The Sunday Times.
In the interview, Morgan reflected on the moment he tweeted: “Nobody was waiting for a vegan bloody sausage, you PC-ravaged clowns,” after Greggs announced the “wait is over” for its vegan sausage rolls.
Explaining that he was sick with the flu and “bored out of my brains”, Morgan said: “Did I really, really feel in my heart of hearts that the great hill I was to die on was the Greggs vegan sausage roll? No.
“But was there anything else to get my teeth into at the time? No, not particularly. I like arguing with people, I like controversy, I like being at the centre of a firestorm.”
However, the TV host did acknowledge that he has now reached a moment of “self-awareness”, and that he isn’t impressed when he looks back over his antics over the last few years.
“But there’s also, for me, now a sense of self-awareness. Looking back on some of my antics through the last few years, I think a lot of it was just blaaaaah,” he said.
In January 2019, after mocking the plant-based sausage roll on Twitter, Morgan attempted to give it a try on-air — before stating “it stinks” and proceeding to imply he was going to throw up.
At the time, his co-host Susanna Reid, who had tried one of the sausage rolls previously and declared it “delicious”, asked Morgan why he was “so threatened by vegans using the word ‘sausage’?”
In response to Morgan’s lacklustre endorsement, Greggs tweeted at the time: “Oh hello Piers, we’ve been expecting you.”
Morgan’s disapproval over the new product may have been beneficial in the long-run, however, as Greggs’ vegan sausage rolls became the high street chain’s ”fastest-selling new product of the past six years”.
