As McDonalds continues to get publicity for its McPlant burger, Taco Bell is running a new ad campaign boasting how the restaurant chain has used a type of beyond meat since its founding in 1962.

While most other restaurants and products have “jumped on the bandwagon,” the ads read, Taco Bell has been a pioneer in fake meat.

“McDonald’s, Burger King, Subway? They’re late to the game,” ads read on digital. “We’ve been thinking outside the bun – and outside the beef – for more than 50 years. Taco Bell was proud to be fake first.”

Taco Bell would not comment, though, on what its type of beyond meat was made out of, or if they even knew.