Calling all vegans, vegos, pescos and those simply trying to cut back their meat consumption: Domino's has today launched a delicious and meaty new range of pizzas - without the meat.
Meaty pizzas without the meat? Impossible, you might scoff. Impossible, indeed. As of Tuesday, customers can now opt for Impossible Foods' Impossible Beef - a beloved meat alternative - on their favourite pizzas, including the Impossible Supreme, Impossible Godfather, Impossible El Scorcho and Impossible Cheeseburger.
The meat-free substitute is gluten-free, halal and kosher-certified, and delivers a meaty punch of protein - 18.8g - per 113g serving.
"We know that people are actively seeking more sustainable food options, but it is also critical that these alternatives deliver on taste and a great pizza experience," Domino's ANZ chief marketing officer Adam Ballesty said.
"The Impossible Beef pizza topping does exactly that. It has all the flavour and texture of juicy, authentic minced beef, but with far less environmental impact. Whether you're looking to reduce your traditional meat consumption or mix up your menu with flexitarian choices, Domino's new Impossible Pizzas provide customers a meaningful option without compromising on taste."
While nutritional and tasty, Impossible's meat alternatives are also said to be an environmentally friendly choice. According to the United Nations Framework Convention on Climate Change (UNFCCC), sales of the company's signature product - the Impossible Burger - in 2018 spared the equivalent of 81,000 tonnes of greenhouse gas emissions and 900 million gallons of water. Compared to a traditional beef burger, the Impossible Burger requires 96 percent less land (viable habitat), 87 percent less fresh water, and generates 89 percent fewer greenhouse gas emissions.
As well as encouraging customers to consider their environmental impact, Domino's is partnering with Wavemaker to carbon-offset its digital media buying in New Zealand by implementing first-of-its-kind technology.
"We acknowledge this is a small step in a larger sustainability journey for Domino's and look forward to growing this partnership to reduce the environmental impact of our campaigns across New Zealand," Ballesty said, with Jordan Sadowsky, the director of international at Impossible Foods, adding: "We've really enjoyed collaborating with them to bring the new Impossible Beef topping to their new lineup of pizzas, day or night.
"We think fans across Australia and New Zealand will love that these pizzas are both delicious and good for the planet."
To promote the launch, Domino's is offering 30 percent off a Large Impossible Pizza - pick up or delivered - when ordered via the Domino's App between October 31 and December 11.
However, vegan and vegetarian customers should be aware the burger cheese is not for them due to the presence of animal rennet.