A popular burger chain has angered vegetarian commuters with its latest campaign that tries to tempt them into eating meat.

One of the slogans on Gourmet Burger Kitchen advertisement posters put up in London Underground stations reads 'Vegetarians, resistance is futile' with an image of a meat-filled burger underneath.

Another of the adverts states: 'You'll always remember when you gave up being a vegetarian'.

A third ad shows a photo of a cow with the slogan, 'They eat grass so you don't have to'.

But the popular burger chain has apologised, claiming that their adverts were only supposed to be 'light-hearted'.

Angry commuters who spotted the adverts on the London Underground on Monday (January 18) vented on Twitter .

Some vegetarian customers accused the restaurant of making them feel ‘unwelcome’.

'Our intentions were light-hearted'

Gourmet Burger Kitchen were quick to respond to the criticism on social media and said they were surprised by the backlash.

They said: "Our intentions were light-hearted and not meant to cause any offence, but clearly we have, and for that we apologise.

"While we've served beef at the core of our menu since 2001, we've always catered well to the veggies out there, and always will.

"So having read all your comments and messages, we've made the decision to take down some of the adverts.

"We'll still serve beef. We'll still serve veggie burgers. But hopefully we'll not tread on anyone's toes while doing it. Best, GBK."

Responding to the adverts, John Soonaye from the Vegetarian Society told getwestlondon: "Supporting vegetarian customers makes good business sense.

"Truly savvy restaurants understand the veggie market is rapidly expanding and are openly embracing and promoting the diversity in their menus.

"There are so many imaginative and delicious vegetarian choices available these days – and they don't just attract vegetarians.

"Increasingly people are choosing veggie options, shifting these dishes from the niche to the mainstream."