So-called 'meat-free lamb kebabs’ have been slammed as ‘genuine fakery’ by Scottish National Sheep Association chair, Peter Myles.

The new product was launched this summer as 'This Isn’t Lamb Kebabs' and has raised the ire of Scottish sheep farmers, who are questioning how something could have 'lamb' in the title, whilst being vegan. The product is made of pea protein and costs £3.50 per 200g pack which is more expensive than real lamb kofta kebabs in retailers.

The meat-free brand's argument was that it is using the latest technology to mimic the taste and texture of lamb. But Mr Myles was incensed by the product's wider rhetoric.

He said: “This is genuine fakery, they might as well call it 'This isn't Bulls..t! If people don't want to eat lamb, why on earth would they want to buy highly manufactured processed pea protein laced with olive oil and cumin to mimic the taste and flavour of lamb when there are adequate supplies of the real thing on the supermarket shelves already."

NFU Scotland communications director, Bobby Carruth, added: “When summer finally arrives, the great news is that, from AHDB estimates, 97% of all sausages and burgers hitting the barbeque grill will be beef, lamb, pork or chicken.

“Recent reports continue to challenge those who have, in the past, unjustifiably criticised the role of red meat in healthy diets and we continue to encourage levy bodies to keep on the front foot with positive campaigns like the QMS ‘Make it with Field Cred.”

“Reinforcing the healthy credentials of meat will be important at a time when consumers and manufacturers are moving away from meat-free products. AHDB estimated that in January 2023, 1m fewer households in Britain bought meat-free products, compared to the previous year.”

Sarah Millar, chief executive of QMS said: ‘We can report we are seeing a drop in both Scottish and UK households purchasing meat-free alternatives. Sales volumes have fallen by 12.9% year-on-year. Taste and affordability remain the primary driver for consumers, so the Scotch and Specially Selected Pork brands will be centre stage on the summer BBQ."