Vegan chef Matt Pritchard was seen eating a stomach-churning yoghurt topped with fake blood and guts in part of a stunt raising awareness for the conditions dairy cows are kept.

The event took place in Leicester Square, London, and was organised by British animal rights group Viva! aiming to raise awareness of conditions at three of the largest dairy farms in the UK plus a calf-rearing facility where cows are reportedly locked indoors that supply products to Muller and Arla.

Pritchard, formerly a stunt performer on MTV's "Dirty Sanchez," was joined by protesters who hold signs rebranding Muller as “Killer”.

Stunt performer, skateboarder and vegan chef Matt Pritchard, best known for his role in Jackass-style show Dirty Sanchez, eats a stomach-churning “yoghurt” made from fake guts and blood in Leicester Square to raise awareness of the plight of dairy cows. The stunt, organised by the group Viva!, aims to raise awareness of the horrifying conditions at three of the largest dairy farms in the UK an one calf-rearing facility, where cows are locked indoors and never see the outdoors, which supply dairy to major dairy industry producers, Muller and Arla. Pritchard is joined by protesters who hold signs rebranding Muller as “Killer”.