Celebrity chef Gordon Ramsay brands Silk’s vegan oat milk as G.O.A.T. – Greatest Of All Time.

Gordon Ramsay is promoting USA’s best-selling plant-based oat milk brand Silk.

The renowned chef joins a group of celebrities to endorse Silk’s oat drink in a G.O.A.T (greatest of all time) campaign after it was voted as the best tasting oat milk in the US.

Alicia Silverstone, Aubrey Fisher and Gabi Butler are among the other stars roped in for the brand’s newest campaign.

Ramsay X vegan food

Ramsay associating himself with vegan products comes after he publicly denounced the plant-based movement in the past and also claimed he was ‘allergic to vegans’.

But a few years ago, he finally seemed to open up to trying out the plant-based cuisine. He even admitted on the Late Late Show with James Cordon: “Veganism is on the rise, so we’ve got to adapt and we just have to eat a slice of humble pie.”

In an interview with Delish, he said that his ‘plant-based journey’ started around eight years ago and he has given several of his famous recipes a plant twist including a vegan version of his famed Beef Wellington using beets instead of meat.

“From a restaurateur’s point of view, I could see a more creative demand for it. So it keeps chefs on their toes,” he told Delish.

In 2018, he added a vegan pizza to one of his London restaurant menus.

The following year he introduced a complete plant-based menu at his restaurant Bread Street Kitchen for Veganuary. He also hosted a vegan roast dinner and added Impossible burgers to certain outlets in the same year.

Ramsay continues to occasionally share plant-based cooking tutorial videos on Instagram.

In a social post, Ramsay, who has been named G.O.A.T. of yelling in kitchens in the current campaign, said: “It took my kids getting on me, but now I really enjoy cooking more plant-based dishes at home and in my restaurants.

“Let me tell you, I know greatness when I taste it, and I am loving Silk Oatmilk for both sweet and savoury recipes.

Silk Oatmilk

 Market demand for oat milk has been significant in the past couple of years.

According to  Silk Vice President, Derek Neeley, the oat milk segment is ‘hotter than ever’ and the new campaign is a marketing push to elevate its brand status and attract more mainstream customers.

“We had a unique opportunity with Silk Oatmilk to come in strong and beat out the competition with our Original Oatmilk on taste,” Neeley said.

“We put so much time and energy into crafting the best-tasting Original Oatmilk, and we are honoured that America—and fellow G.O.A.T.s—agree.”

Apart from asking fans, what are you the G.O.A.T of? the fun campaign also gives participating social media fans a chance to turn their selfie into a G.O.A.T. statue using Silk’s interactive Facebook and Instagram filters. 

• Read: Gordon Ramsay shocks 11.5 million followers with video saying he’s ‘turning vegan’

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Mohsina Dodhiya

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