Gordon Ramsay has shocked fans by announcing his restaurants will take part in Veganuary.
The celebrity chef, 52, has previously been an outspoken critic of plant-based diets but appears to have had a change of heart, revealing he has rolled out a plant-based menu at his Bread Street Kitchen and Heddon Street Kitchen restaurants in London
He tweeted last night: 'Oh lord it's happened... we're giving #veganuary a go this year,' alongside a photo of a 'beet' wellington and a link to his website.
The tweet has drawn hundreds of comments from outraged supporters, with some even joking they will 'never forgive' the star for the move.
One posted: 'What’s happened to you?' Another added: 'Gone full on Millennial, chef? Cheers.'
A third wrote: 'Hell has frozen. Pigs are flying south for the winter. The sky is falling.'
Friend Piers Morgan joined in on the ribbing, tweeting: 'Oh FFS. Not you too Ramsay???'
It marks a dramatic shift in attitude for the chef, who recently announced he is expecting his fifth child with wife Tana, 44.
In February last year he made headlines with a tweet ridiculing animal rights organisation PETA.
'I'm a member of PETA - People Eating Tasting Animals,' he joked.
Vegan fans were thrilled by Veganuary the announcement, with one tweeting: 'This is the best news! It can only mean more good veggie food for all, when You take up this challenge. Thank You Gordon.'
Another posted: 'Yes...yes...yes! Will love some new interesting delicious vegan recipes.'
The special plant-based menu - featuring dishes like soba noodles with grilled tofu and crispy sage, wild mushroom and truffle risotto - will be available at London branches of his Bread Street Kitchen and Heddon Street Kitchen restaurants until 13 February.
Supermarkets, restaurant chains and other food retailers have introduced a raft of vegetarian and vegan products to reflect changing eating habits - notably Greggs, whose vegan 'sausage roll' has been flying off shelves since its launch last week despite a spate of criticism.
A survey of new year resolutions last week found that 2.6million people – around 5 per cent of the population – will attempt to go vegetarian or vegan in January as part of the Veganuary campaign.