Burger King, dubbed Murder King for the alleged cruelty at its meat suppliers by activists at PETA (People for the Ethical Treatment of Animals), has become the first fastfood chain to be endorsed by the UK’s Vegetarian Society.

The seal of approval is related to BK’s launch of two new veggie burgers, an initiative to mark the country’s National Vegetarian Week. One for adults and one for children, in response to a growing demand from parents, the Vegetarian Society has endorsed the burgers as GM-free, cruelty-free and using only free-range eggs.

The chain expects the burgers to send pulses racing among the nation’s four million vegetarians, and the 41% of Britons who claim to be eating less meat.