The Pretenders star Chrissie Hynde was in Cardiff on Saturday to reopen Atma at its new location in the Capitol Shopping Centre on Queen Street .
And though she is a bona fida rock chick, the prominent vegan and animal rights campaigner, didn't think twice about trying to entice Cardiff shoppers into the cafe by handing out flyers.
The cafe, which closed the doors at its previous Church Street location in April, advocates the principal of ahimsa - a belief, central to the religions of Hinduism and Buddhism, that all living beings have a spark of divine energy and that to hurt others is ultimately the same as hurting oneself.
As a result, all the dairy products sold in Atma come from cows that will never be slaughtered, making it the first cafe of its kind in Europe.
And the 65-year-old American musician - wearing a tight black T-shirt with a Welsh flag on the front - was delighted to be in the Welsh capital.
"I opened a vegan restaurant in Ohio and I've been a vegetarian since I was 17. Ahimsa is something else again and it's the first of its kind in Europe so I'm honoured to be here to open it.
"If cows are treated according to the high ethical principles of cow protection, where no cows are slaughtered, their milk provides unlimited benefits for human health and I'm delighted to support ahimsa milk. You don't have to be vegan if you can get stuff like this. We don't kill the cows. It's awesome.
"It's good to be back in Wales. I've performed here many times and I'm returning in October. On behalf of my mother Delores Roberts and her mother Irene Jones, I'm now an original going back to my roots Taffess."
Atma has won several food awards, including The Observer’s 'Best ethical restaurant in Britain' title, and it also provides space for healthy living activities such as yoga and meditation.
What can I eat?
Visitors to the newly refurbished eatery will get a chance to sample its new menu, which includes a variety of curries, burgers wraps and sweets, while staff will be on hand throughout the day to speak about them about the philosophy of ahisma.
Think burgers like The Plant Power (vibrant grated beetroot and super-light but grounding super-food quinoa combined in a flavoursome pan-fried patty with fresh tomato, red cabbage slaw, lettuce and green salad) or a Free-Spirit Falafel.
Visit Atma's Facebook page for more information
