The UK's first permanent vegan butcher shop saw hundreds of people queue round the corner to be among the first customers - with stock completely selling out online.
Rudy's Vegan Butcher opened for business on Sunday, which marked World Vegan Day, offering up plant-based faux versions of bacon, chicken, burger patties and more.
With doors set to open at 11am, the shop in Islington, London, shared a video on Instagram to show a line of people stretching for street-after-street, desperate to get their hands on the grub.
Rudy's Vegan Butcher captioned the clip: "SOLD OUT. This was the line at 10:54am before we even opened and it didn't slow down for hours! 100 online orders in the first ten minutes!
"Thank you to everyone who stopped by, messaged with love, ordered online and and shouted out our news. It was an unbelievable turn out. We are so blessed to have your support and feel overwhelmed by all the love. THANK YOU, thank you a million times and more."
It added: "After such a mad rush we’ve sold out online. Thank you so much for your support. We’ll be back with updates when our dedicated, hardworking team of chefs has restocked. Don't worry, they're cooking away day and night to get it done."
The opening even attracted the attention of Piers Morgan, who retweeted an image of the shop with the comment: "A vegan butcher's shop... and people wonder why I've written a book about the world going nuts."
But the butcher wasn't short of support, with thousands of people praising the business on social media.
One said: "Love this. Such a great way to show all the people who mocked this idea just how stupid they sound."
A second wrote: "Seeing this makes my heart so happy. Can't wait to be able to visit! Congrats on an epic opening day."
Another added: "So proud! Walking down this queue to join the end was so so wonderful. It was amazing to see so many vegans getting together and excited for this opening."
