Jubilant Food Works Limited has introduced a pizza enriched with ‘plant-based meat’ toppings. The ‘Unthinkable Pizza’ is garnished with a 100% plant-based protein mince, with a goal to offer chicken’s taste without the remorse of its ecological or public health effects. It is being launched for trial across Bengaluru, Delhi NCR, and Mumbai, in an effort to pilot it further in the market.

The plant-based meats’ sector is escalating round the globe. A study done by Good Food Institute from the global non-profit network reported that billions of dollars have been financed in the segment over the last few years.

These products are aimed to clone the sensory and cultural adventure of meat but are pepared from plant ingredients such as beetroot juice, coconut oil, and pea protein, thus conserving huge amount of land and water and greatly alleviating the greenhouse gas effect of meat production.

Companies such as Impossible Foods and Beyond Meat have diversified to hundreds of thousands of retail and restaurant sites worldwide, with Beyond Meat also going public in a vastly victorious listing on the New York Stock Exchange in 2019. In India, the sector is working tremendously with many entrepreneurs including Bollywood stars Riteish and Genelia Deshmukh with their new project ‘Imagine Meats’ to bring plant-based meats to market.

Consumer research from the Good Food Institute India discloses that the segment could find broad acceptance with Indian consumers, with 62.8% of consumers here being very likely to purchase plant-based meats regularly but only if they would find the taste similar to that to traditionally produced meats including chicken and mutton.

Varun Deshpande, managing director, The Good Food Institute India stated- “Plant-based meats are leading the food innovation across the globe, and hold colossal promise to fight back against climate change, food security, and zoonotic diseases. The Indian plant-based industry is still being set up, and we praise Jubilant Food Works for taking this crucial step and assessing the market. There is a lot of work to do to offer consumers products that taste either similar to or better than the customary meats that they know and love, without the guilt of detrimentally impacting the health on the planet. But, this is a vital step in the correct direction.”

Commenting upon the new launch, Pratik Pota, chief executive officer and whole-time director of Jubilant Food Works Limited asserted- “We are glad to unveil India’s first plant protein based product, The Unthinkable Pizza. This creative and 100% vegetarian product will permit Indian consumers to experience the global plant-protein wave. Domino’s has always come up with pioneering creativities to the Indian market, and we are excited to once again be the pioneers to bring this trend to our country.”


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