Greggs PLC (LON:GRG) shares surged on Thursday after launching the second vegan product on its menu for the beginning of ‘Veganuary’.

The bakery chain is riding the wave of the movement, which encourages people to go meat and dairy-free for the whole of January, with its vegan steak bake, made with meat substitute Quorn.

READ: Greggs bakes hotter profits as sales growth holds up

Last year, 1.3mln people in Britain signed up for Veganuary, prompting other food establishments like Aldi and McDonald’s Corp (NYSE:MCD) to increase their plant-based menu for 2020.

As of Thursday, Greggs’ new offering is available in 1,300 of its shops across the UK and will expand to all 2,000 locations on 16 January.

People were reportedly queuing outside a Newcastle branch on Wednesday night, when it made a late-night premiere.

Greggs has been a delight for investors, with its shares in demand after sales rose 12.4% in the six weeks to 9 November.

Management also said in its November update, that full-year pre-tax profit would be higher than expected, with analysts at Peel Hunt bumping up their forecast from £110mln to £115mln while anticipating further increases.

Greggs shares rose 3% to 2,367.05p after lunch on Thursday.