Commerce Commision to investigate Hell over fake meat surprise

Revealing the use of Beyond Meat, Hell general manager Ben Cumming said the company had wanted to introduce customers to alternative proteins in an unexpected way and had expected mixed feedback.

The company cared about the planet and had wanted to start a conversation and raise awareness about sustainable food choices, he said.

Hell has since launched an interactive allergen warning feature on its website, which lists the potential allergens – like soy, gluten and nuts – on each pizza and updates automatically when toppings are customised.

A request for customers with life-threatening allergies to inform the store before ordering is also included.

A spokesman for the Commerce Commission originally said it had received eight complaints about "burger patties" on Hell pizzas and they would be assessed.