Domino’s Pizza tops up with Impossible fake meat trend

California-based Impossible Foods is deepening its Australian expansion in a partnership with Domino’s as the pizza chain joins the plant-based meat movement.

Plant-based meat maker Impossible Foods, backed by Bill Gates and other Silicon Valley heavyweights, is deepening its expansion into Australia, teaming up with Domino’s Pizza.

Almost two months after Domino’s slashed its final dividend, raised pizza prices and introduced a delivery fee for the first time, it is joining the plant-based meat movement in a partnership with US-based Impossible Foods.

Domino’s will offer Impossible Beef, available in Woolworths stores since March, on a range of pizzas, including its Supreme, Godfather and Firebreather.

On Wednesday, Domino’s highlighted not only Impossible’s environmental credentials, but also how its products satisfied a range of dietary requirements.

“It is also gluten-free, halal and kosher-certified, contains 25 per cent less saturated fat than Australian minced beef from cows, and delivers a satisfying 18.8 grams of protein per each 113-gram serving,” Domino’s said in a joint statement with Impossible.

“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.”

The Domino’s partnership will more than double the number of restaurants where Impossible is available in Australia.

The pizza chain has also broadened its base in the Asia Pacific, buying the Domino’s brand in Malaysia, Singapore and Cambodia to add to its stronghold in ­Australia and New Zealand, as well as stores in Japan and Taiwan.

Domino’s chief marketing officer Adam Ballesty said the partnership with Impossible was in response to customer demand.

“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,” Mr Ballesty said.

Domino’s will offer Impossible Beef, available in Woolworths stores since March, on a range of pizzas. Picture: AFP

In the year to June 30, Domino’s posted a 4.1 per cent lift in full-year revenue to $2.289bn as net profit fell 14 per cent to $158.7m, which missed market forecasts by about 4 per cent.

Impossible has staggered its launch across Australia. After more than a year of planning, the company began rolling out its ­Impossible Burger across 150 Australian restaurants last November, changing its name to Impossible Beef Made From Plants.

The Domino’s partnership will more than double the number of restaurants where Impossible is available in Australia.

Impossible Foods president Dennis Woodside said in March that he saw the company’s plant-based burgers, sausages and other products more as bypassing the cow rather than fake meat, as well as potentially helping in the fight against inflation.

“We’re taking the same plants, very similar plants, that are fed to the cow. And the cow is an inefficient engine at converting those proteins and nutrients into something that humans consume,” he said. “(A cow has) got to eat a lot of food to generate a pound of beef. We take those same ingredients and convert them directly into meat, so it’s inherently more efficient, and over time that means that we should be able to reduce the cost of production to below the price of animal feed or meat.”

The company says its Impossible Beef uses 69 per cent less water, 95 per cent less land and 88 per cent fewer greenhouse gas emissions, compared with beef from cows produced in Australia.

“We’ve really enjoyed collaborating with (Domino’s) to bring the new … topping to their entire line-up of pizzas, day or night,” Impossible international director Jordan Sadowsky said.