Piers Morgan has taken aim at lovers of Greggs' vegan sausage rolls in a savage dig, just as the famous bakery re-opens hundreds of branches nationwide.
While a number of Greggs in the North East have now been open for a few weeks as food businesses try and adjust to the 'new normal', the majority of branches have remained closed throughout lockdown.
But that all changed on Thursday morning when plenty, incluing 50 in the region, were ready to re-open welcome hungry customers once again and, while the menu is ever so slightly limited, it still features many of Greggs' famous favourites included the much buzzed about vegan sausage roll.
The pastry launched to a fanfare at the start of last year, flying out of counters across the country but once person who wasn't a fan was Good Morning Britain host Piers, who blasted Greggs for launching the product, ranting: "Nobody was waiting for a vegan bloody sausage, you PC-ravaged clowns, before pretending to throw up when trying one live on air.
Well, 18 months on it appears Piers still hasn't been won round. Picking up on Greggs' fans excitement at their local branches opening and vegan sausage rolls being back on the menu, Piers brutally tweeted: "If you still have vegan sausage roll cravings after three months of lockdown, you need a psychiatrist not Greggs."
Referencing Piers' delight at a certain fast food restaurant re-opening recently, one of his followers hit back: "Well a vegan might . And didn't you queue for a McDonald's?" and another responded: "That's rich Piers coming from a man that sat in line for an hour to get a Mcdonalds..... don't choke on it next."
Taking a save swipe at Piers, another wrote: "Triggered" by vegan sausage rolls. Hahahaha. Someone needs a psychiatrist, not sure it's the sausage roll aficionados though!"
Greggs hopes that by early July all 2,000 stores around the UK will be open.
The firm has unveiled new-look stores, with floor markings, protective clothes for staff and screens at counters
