A bizarre “human-meat” flavoured burger has won a top award.
Its creator, Swedish food company Oumph!, said it had even worked to get the perfect texture of flesh for their cannibalistic creation.
However a spokesperson for the company insisted: “No humans were injured in the development of this product.”
The burger was crafted from soya, mushrooms and wheat protein as well as plant-based fats and “a mysterious spice mix”.
The spokesperson added: “The curious and fearless get a chance to try the world’s first plant-based burger resembling human meat.
“By creating this special edition burger Oumph! wanted to prove that it is possible to produce plant-based products that taste like ‘any meat’ and are exciting to try.”
The super-creepy ad campaign showed a crazed-looking bloodstained butcher clutching the oozing plant-based sandwich.