We're all on a health kick in January, but this is just ridiculous.
Upmarket UK grocer Marks and Spencer has been spotted selling a plastic wrapped "cauliflower steak" in its vegan section for £2 ($3.75).
As eagle-eyed shopper Rachel Clarke pointed out, that's about three times the price of a normal cauliflower for cutting it up and whacking it on a plastic tray.
Not surprisingly, the effort has seen the company receive a healthy serve of scorn online.
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"Marks and Spencer stores are selling sliced cauliflower as 'Cauliflower Steak' with lots of lovely plastic and charging £2 (normally £2.50). A cauliflower costs about 69p from a local veg shop," noted Clarke.
HungryCityHippy called it "a ridiculous, wasteful, over-packaged product".
Nara Hodge agreed. "What is next? Individually wrapped raisins?"
"Alex" had a few words for those who might buy the "steak".
"It's not a Cauliflower Steak, it's a Fool Detector!"
The company initially defended the product, saying it was sold as an option for customers looking for a "quick and convenient vegetarian meal", but has since said it will stop selling it.
A spokeswoman for M&S told the BBC "we didn't get it right".