In a nutshell (or burger bun, whichever you prefer), it’s a fully vegan burger, made from coconut oil, potato protein, yeast, honeydew melon and other non-dead-fleshy ingredients, but has been created to look, smell, cook and very much taste like beef. Which it apparently does.
It’s the sort of thing you can’t quite do justice to with a still image, so we thought we’d lift the lid a little further and give you a moving eyeful. So feast your eyes on the above video, complete with sizzling sounds and a few keen volunteers enjoying eating the hell out of it, but still looking puzzled as to how it actually works. We know the feeling.