While plant-based meat alternatives continue to grow in popularity, we’re seeing a litany of our favourite fast food joints picking up the call. From Burger King to Applebee’s a meatless menu has helped to boost sales with an increasingly socially conscious customer base. But now, America’s highway side king of curly fries, Arby’s takes its stand in a 1-minute “cooking tutorial” to advertise their take on the Impossible, meatless movement.
The commercial begins with a scoff at its competitors, “If they can make meat from veggies (and other stuff) … We can make veggies from meat,” and proceeds to introduce the first-ever Megetable… Yes, it’s a vegetable made of meat. As jolly tunes play along, we see Marrot, the carrot made from meat, being born before our eyes.
Keeping in line with the company’s motto, “We have the meats,” Marrot is sliced turkey breast, cooked, roasted, and covered in dried carrot juice powder to get the look and taste of a genuine carrot.
Mocking alternative diets has long been a part of Arby’s charm as the fast food chain marketed its brown sugar-glazed bacon sandwich by launching a Vegetarian Support Hotline back in 2014.
As the faux-carrot video was released, Arby’s latest innovation stirred the internet. From hard criticisms to an overflow of praise, the quirky savory concept divided foodies online.
Whether you enjoy veggie sandwiches or ones abundant in meat, Marrot undeniably prides itself with extraordinary nutritional value. Designed by Neville Craw, Arby’s brand executive chef, and the chef Thomas Kippelen, the meat delicacy contains 30 grams of protein and is rich in vitamin A, with more than 70% of the recommended daily amount.
“Creating the Marrot was really about staying true to our brand more than anything else,” Craw said in an interview with Insider. “We really focus on how to connect with our customers and how to bring the best thing to the table.”
However, for the time being, the man-made meat carrot stays at the table in the Arby’s kitchen. Whether the public welcomes or slams the idea, will ultimately determine if meat lovers get a chance to try this surreal protein-based “veggie” treat.
If the company decides to bring it to the fans in person, it might hawk it as an exclusive promotion similar to the one Arby’s had in 2016, in light of the hunting season. Back then, the menu featured a special version sandwich, and the stunt made a tremendous success, selling out in just two hours due to limited quantities and heavy demand.