When you think of Gregs, you think of a range of cakes at a reasonable price – most of them filled with some kind of meat.
But one man who no longer participates in sausage, steak or bacon with bacon and is none other than the head of the nation's favorite bakery.
Roger Whiteside – who has been the company's chief executive since 2013 – dropped the bomb while accepting a North-East Business Award of the Year and said the documentary "Netflix" Game changers inspired his change in diet.
According to The Independent, he said: "If you asked me three weeks ago which roll I preferred, I would say the original roll of sausage, but now I am trying to live a vegan diet.
"Obviously there are arguments based on animal welfare and the environment, but it was all about the health benefits and I thought I should do it."
The 61-year-old added that he discovered veganism much heavier than vegetarianism, but said Gregs did little to help vegans.
He said: "Avoiding meat is easy. The problem is avoiding dairy products, avoiding milk and cheese is almost impossible. It would be OK if I had the time to cook but no, so I have to have things fast and easy.
"We've got the award-winning vegan wrap I have very often, and the vegan sausage roll I get once a week, and now we have a sweet selection of vegan sweet pie with balm."
Mr Whitehead also confirmed that the bakery was looking to expand its vegan range following the success of roll sausage, however, this product took two years to create, so don't expect a new vegan option for the fair while still .
Game changers – produced by big names like Arnold Schwarzenegger, Luis Hamilton, Jackie Chan and Novak Okokovic – is gearing up to dispel the myths that link meat eating with physical power while promoting the benefits of a vegetarian diet for athletes.
In the documentary, Schwarzenegger said: "I ate a lot of meat. They show those ads that sell the idea that real men eat meat. But you have to understand that it's marketing – it's not based on reality."
You can watch Game changers on Netflix now.