The future of Plant-based meat is here as Domino’s launches ‘The Unthinkable Pizza’

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Becoming the first-ever QSR chain in India to include plant-based protein in their food menu, Domino’s India operated by Jubilant FoodWorks has launched ‘The Unthinkable Pizza’, which has the same taste as that of chicken. Available across the major cities in India namely – Mumbai, Bengaluru and Delhi NCR; this move is being welcomed by all the vegetarians across the country.

Being touted as a 100 per cent plant-based chicken alternative, this pizza is suitable for vegetarians as it contains dairy cheese. This pizza is topped with black olive and paprika along with the plant-based protein that tastes just like minced chicken.

The pricing of the pizza has also been kept at a high price as compared to the meat-based pizzas at INR 459. Recent studies suggest that Indian consumers are willing to pay a premium price for plant-based meats keeping in mind the current scenario of coronavirus.

Talking on the launch, Pratik Pota, Chief Executive Officer & Whole-time Director of Jubilant FoodWorks Limited said, “This innovative and 100% vegetarian product will allow Indian consumers to experience the plant-protein wave sweeping across the world.”

It certainly is a milestone in the QSR category and in India as well and will pave way for more such players in the food industry. This alternative protein sector is soon catching up the speed in the country. Even Ritesh and Genelia Deshmukh have invested in Imagine Meats, an alternative protein company.

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