Brisbane business in exclusive partnership with Domino’s to create plant-based ‘beef’

The plant-based meat trend is reaching new heights as Domino’s enlists a Brisbane-based food company to create a new range of alternative beef pizzas.

The exclusive partnership will see Domino’s become the first pizza chain in Australia to launch alternative meat pizzas.

The new ‘beef’ which Domino’s said has a “similar taste and texture to our existing beef”, is made from soy protein and is free from artificial preservatives and flavours. It is also lower in saturated fat and higher in protein than its meat counterpart.

“We’ve partnered with an Australian company to develop and manufacture our plant-based ‘beef’, which is exclusive to Domino’s,” a spokesperson for Domino’s told Inside FMCG.

While the spokesperson would not share the name of the company for commercial reasons, they confirmed that it was partnering with a Brisbane-based food business.

“We scoured the world for the tastiest and highest quality plant-based ingredient possible and were able to partner with a company based right here in Brisbane.”

The new Domino’s range will feature plant-based versions of Beef & Onion, Beef Loaded Burger and Beef Taco Fiesta pizzas.

“Developed and made right here in Brisbane, our plant-based ingredients were created especially for us and can’t be found anywhere else on the planet,” Domino’s Global Development Chef Michael Treacy said.

“We didn’t want to rush the process only to deliver a lesser quality product. So we challenged our partners to develop a product that not only tastes great, but that our customers won’t have to pay more for.”

Domino’s move is just further proof that the plant-based meat market is booming. Global Market Insights predicted that the market will rise from US$150 million in 2018 to over US$320 million by 2025.

Supermarket giant Coles has been leading the way with plant-based alternatives from Impossible Foods’ Beyond Burger and the recent launch of Sunfed Meats’ Chicken Free Chicken.

Domino’s will also be offering vegan, plant-based and meat versions of each of the three pizzas. When the pizza chain previously launched its vegan cheese pizza, it sold out within a matter of weeks.

The new range will be available at Domino’s stores across Australia from September.

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