LiveKindly reports that a new vegan steak has sold 40,000 units in one week.

Made from wheat and soy, Vivera’s plant-based steak is made to imitate the look, flavor, and texture of a traditional animal-based steak, right down to a “bloody” pink center created with natural, plant-based coloring. Reviewers from New Foods who tried the new vegan meat reported that it had an undeniably savory, meaty flavor akin to a hamburger patty.