INDIA – Domino’s India has launched a plant-based pizza, becoming the first-ever QSR (quick service restaurant) chain in India to include plant-based protein in their food menu, according to a report by ET Retail.
In a statement, Domino’s – which is operated by Jubilant FoodWorks- said that the new plant-based protein pizza which is known as “The Unthinkable Pizza” has the same taste as that of chicken.
According to the QSR chain, the Unthinkable Pizza will be made available across the major cities in India namely – Mumbai, Bengaluru and Delhi NCR.
Being touted as a 100 per cent plant-based chicken alternative, this pizza is a much welcome alternative to the standard animal protein pizza and will be enjoyed by India’s sizeable Vegetarian population .
The pizza contains dairy cheese and is topped with black olive and paprika along with the plant-based protein that tastes just like minced chicken.
Domino’s Pizza has however packaged the new pizza as a premium product, choosing to price it at a higher price as compared to the standard meat-based pizza.
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.”
The plant protein market of India was estimated to have a value of US$374.1 million in 2018. This market is projected to grow at a CAGR of 8.6% during the period to capture the value of $565.1 million by 2023.
The launch of Unthinkable Pizza by Domino’s is certainly a milestone in the QSR category and in India as well and will pave way for more such players in the food industry.
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