Domino's Pizza launches plant-based meat range with ImpossibleTM Beef

The brand incorporated the ImpossibleTM Beef on favourite pizzas.

Domino's Pizza tapped ImpossibleTM Beef, an animal-free product from Impossible Foods, to create plant-based pizza menu items.

The new menu includes ImpossibleTM Supreme, ImpossibleTM Godfather, ImpossibleTM Firebreather and ImpossibleTM Cheeseburger.

ImpossibleTM Beef is gluten-free, halal, and kosher-certified. It also has 25% less saturated fat than Australian minced beef from cows.

To celebrate the launch, the QSR brand is offering 30% off a large Impossible Pizza pick up or delivered when customers order the menu through the Domino's App between 4 October and 4 December.

Domino’s Chief Marketing Officer Adam Ballesty said the menu offers sustainable food options and delivers taste and a "great pizza experience."

“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,” Ballesty said.

“The ImpossibleTM Beef pizza topping does exactly that. It has all the flavour and texture of juicy, authentic minced beef, but with far less environmental impact," he added.

Aside from this, Domino's Pizza is also collaborating with Wavemaker to carbon-offset its digital media buying for the Impossible campaign.

“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 Australia and New Zealand," said Ballesty.