The Israeli Domino’s Pizza franchise began selling vegan pizza on Monday, making the country the first in the world where the company is selling the product.
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The move follows a Facebook campaign by the Vegan Friendly website, which provides information on restaurants and caterers who offer dishes that don't use animal products. The campaign received thousands of likes and comments.
Many chains in Israel offer pizza without cheese, but vegans asked Domino’s to use nondairy cheese substitutes. The new product features a soy-based topping with vegetables, and the family size sells for 69.90 shekels ($19.91).
“Israel is leading the vegan revolution around the world, and this is another indication,” said Omri Paz, the director of Vegan Friendly. He said vegans could now order from the chain “without pangs of conscience.”
Domino’s, founded in 1960 in the United States, now has more than 10,000 locations in more than 70 countries, including 50 branches in Israel. Yossi Elbaz, the CEO of the Israeli franchise, said it took six months to develop and taste-test the vegan version.
“We've notified Domino’s Pizza’s world headquarters and they're very pleased," Elbaz said. "They're waiting to see the results.”