On Wednesday, the Good Morning Britain host fired off a sassy response following the announcement that Greggs have launched a vegan sausage roll.
Taking to Twitter, he wrote: “Nobody was waiting for a vegan bloody sausage, you PC-ravaged clowns.”
Greggs social media shot back their own response, claiming they’d been “expecting” him – and it’s sparked a bit of an odd social media trend.
Various other high street restaurant chains have now taken it upon themselves to flaunt their vegan products in Piers’ face.
McDonald’s were the next to respond, after Piers criticised their new vegetarian Happy Meal.
They posted: “Like our pals at the sausage roll place, we’ve been expecting you. Don’t worry Piers, you can still get McNuggets in your Happy Meal!”
Following this, Pizza Hut took aim at the 53-year-old while advertising a vegan pizza.
A spokesperson tweeted: “Here’s a picture of our new vegan pizza. Everyone tag Piers Morgan in it to ruin his day. Feel free to join in @GreggsOfficial.”
TGI Fridays UK also jumped on the bandwagon with their vegan burger, saying: “Sorry we’re late to the party guys (holiday hangover!) but we’re ready to roll from Monday. @PiersMorgan we’ve reserved you a table.”
Piers was particularly unimpressed with the Tweet from Pizza Hut and responded calling it “corporate bullying”.
“This is corporate bullying specifically designed to damage my mental health,” he proclaimed. “I’m now a vegan victim”.
More than 21,000 people liked Pizza Hut’s post and the company seemed pretty please with the outcome – despite the comment from Piers.