(CNN) — In an attempt to turn the plant-based meat craze on its head Arby’s is now testing meat-based plants.

The new marketing scheme highlights Arby’s meat-only credentials, reinforcing its slogan: “We have the meats.”

Arby’s is turning the plant-based meat craze on its head by testing meat-based plants.

The company says it has produced a new meat-vegetable hybrid food category called “megetables.” It’s an obvious troll against its fast food rivals, including Burger King, McDonald’s and a dozen or so others, which are adding plant-based meat alternatives to their menus.

Arby’s has no immediate plans to sell its crazy new concoctions in stores, and the blog post announcing the megetables reads fully tongue-in cheek. But an Arby’s spokesman said the concept is “not a joke at all.”

First from the Arby’s test kitchen is the “Marrot,” a meat-carrot made of turkey breast sliced into the shape of a carrot. It’s then sous vide for an hour and rubbed down in a “special carrot marinade” made of dried carrot juice powder. It’s then topped with a maple syrup powder, oven-roasted for an hour and topped with a parsley to “give it the full carrot effect,” Arby’s said.

Arby’s claims it’s healthy, too: A Marrot has 70% of the recommended daily dose of vitamin A and more than 30 grams of protein, the company says.

“Plant-based meats are the latest incarnation of making vegetables look like what Americans really want, which is great, tasty meat,” Jim Taylor, Arby’s chief marketing officer said on the company’s blog.

Beyond Meat and Impossible Foods have both developed plant-based meat that tastes and cooks similar to real meat.

Arby’s said it’s developing other “protein-packed vegetables.”

“We want to continue to innovate in the space of meat craft that never existed before in ways that are surprising and delicious and exceed the expectations of what you can get through a drive-thru,” Taylor said.

Arby’s has publicly vowed in the past to not add fake meat to its menu. The Inspire Brands-owned company said it wasn’t interested in selling Impossible Foods’ products, noting the “chances we will bring plant-based menu items to our restaurants, now or in the future, are absolutely impossible.”

It’s bucking the trend, as interest in plant-based protein is on the rise. Meat eaters are looking to diversify their diets to be healthier and reduce their impact on the environment.

Burger King is in the process of rolling out Impossible Whoppers nationwide, Tim Horton’s is selling sandwiches with Beyond Meat patties and McDonald’s is testing a meatless burger in Germany and a few other countries.

The craze has been a boon for Beyond Meat. Its stock has shot up more than 500% since going public in May.

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Comments (12)
  1. Hal Slusher says:

    Excellent will confuse the vegans

  2. Mike Mulshine says:

    I will NEVER go to a restaurant that sells these … Beyond Meat and Impossible Foods, and other Non-Meat FAKE foods!

  3. Bob Breaker says:

    It’s a joke you morons.

  4. David Rose says:

    Eating class 1 carcinogens to own the libs

  5. Hal Jordan says:

    If there were a meat substitute that tasted good and was priced about the same, I would switch to it. Keep trying, guys, there are potential customers waiting.

  6. Paul Roberts says:

    So why the push for plant based meat knock offs? I suspect the Greenies are trying to get rid of Cows, Angus because they fart and create all those terrible gases! Now that Cattle are carbon taxed that is not good enough. I like real beef, a nice large tender juicy T-Bone Steak Medium rare. That is what I want. I do not want Veggie meat.

  7. Suzanne Langstroth says:

    Somebody at Arby’s is a genius!! Meat-based faux-“vegetables”, wow! I SO get it! As soon as marrots appear on the menu, Arby’s will be my new favorite place! I would SO order a plate of marrots over a sandwich wrapped in disgusting gluten & glyphosate-soaked bread. And I can’t wait for “Report of the Week”‘s review!

  8. Charlie Goad says:

    I thought the name of the company was Oibys. That’s what the TV announcer says.

  9. John Fraim says:

    “Arbys. We have the plants.”

  10. Stay with NATURAL foods. All theses GMO’s are making us fat and cancer ridden.

  11. David King says:

    Farmers in the West will shoot greenie weenies trying to get rid of cows , and far as I am concerned the sooner the better , Cull the heard of humans that are stupid .

  12. Paul Celeste says:

    Now, if only Arbys could make their beef taste like meat!

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