VIDEO: Pulled oats to take bite out of meat substitute market
But this is in fact a mixture of oats and beans.
Created by Finnish food technology start-up Gold & Green Foods, they call call it "pulled oats".
The makers believe it could be the perfect food for vegetarians or those looking to cut their meat consumption.
Protein-packed meat substitutes such as Quorn have been widely embraced by consumers.
But nutritionists say pulled oats could have added health benefits over food made from just wheat, soy and other beans.