Kim Kardashian is being roasted online after pretending to eat a burger in a new ad for a vegan food brand.
In the video, the reality TV star spruiked the benefits of going plant-based while posing in front of a variety of meals made with Beyond Meat.
"I believe so much in the mission of Beyond Meat that I’ve stepped in to help with my greatest asset - my taste," Kardashian says in the 30-second Instagram video.
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"This plant-based meat is not only amazingly delicious, but it’s also better for you and better for the planet."
The first meal she tried is a vegan burger, which gets unveiled to the Keeping Up With The Kardashians star on a silver platter.
But despite her claims in the video that it's delicious, the Skims founder clearly didn't find it that appetising.
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In the ad, she can be seen chewing and holding half of the uneaten burger while her mouth moved in a chewing motion.
Unfortunately for Kardashian, the burger can be clearly seen. Not only was it meat-free, but it was also bite-free.
Aside from pretending to chew a very clearly unbitten burger, the star can be seen squeezing lime over tacos and staring blankly ahead in front of meat-free sausages, spaghetti, and more.
"So good," the 41-year-old reality star said during the ad, while repeating the same chewing motion.
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The reality star's attempt to fool her fans was not lost on her social media followers.
One social media user was straight up with Kardashian: "I ain’t buying it cause you ain’t really eating it."
Another straight-up mocked her with a comment dripping with sarcasm: "I believe so much in this company that I don’t even need to try their products."
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Another called out Beyond Meat for the painfully obvious fake chewing: "You do realise she didn’t actually put any of that in her mouth right?"
However some vegans were just happy to have the world's most-recognised face associated with a meat-free alternative.
One said: "To my beautiful vegan fam, especially my fellow ethical vegans, please think critically and understand the impact this collaboration will have in terms of the massive influence."
A second addressed Kardashian directly with praise: "Yes! Thank you! Using your name for such a huge thing, you are helping people open their eyes."
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A non-Kim fan added: "Don’t love her but love the message and cause."
Topics: Kim Kardashian, Kardashians, Vegan, Food And Drink, Celebrity