Hell's use of fake meat in burger toppings without telling customers didn't meet food standards but the company won't face formal action from the Ministry for Primary Industries. Instead, the company has been given 'education and advice'. A separate investigation by the Commerce Commission is ongoing. The promotional stunt, which Hell said was 'to start a conversation and raise awareness about sustainable food choices', highlighted a number of current trends and issues in food franchising which are covered in the latest issue of Franchise New Zealand.

The ministry had taken several factors into consideration when deciding what action to take, including Hell's agreement to follow its advice in any future campaigns, improved allergen information on the company's website and the fact it hadn't previously been the subject of similar complaints.