Arby’s Mocks Impossible Foods Fake Meat Trend With “Megetables” | Eater

"Known for a meat-centric identity and its slogan "The Meats," this restaurant chain has taken a trolling stance toward plant-based competitors by publicly dismissing collaboration rumors with Impossible Foods and launching a tongue-in-cheek campaign dubbed "megetables" (a term it has reportedly trademarked). The effort — which the chief marketing officer Jim Taylor told Fast Company took three months to devise — centers on a staged product called the "marrot" or "turkey carrot": a slivered, sous-vide turkey breast dusted with dried carrot powder and topped with parsley, demonstrated in an overhead cooking video. Observers have characterized the move as a feeble gag that amounts to making vegetables out of meat rather than offering a genuine meat-alternative, and the item is currently confined to the brand’s test kitchen though it could surface as a limited-time promotion." - Brenna Houck