Canadian Pizza Magazine

GA Pizza and Impossible Beef partner on plant-based pizza

By Canadian Pizza   

News Business and Operations Catering & Expansion

General Assembly Holdings Limited announced its first co-branded frozen pizza product in collaboration with Impossible Foods, the California-based company making plant-based meat. GA Pizza launches the New York Sicilian—the world’s first frozen pizza made with Impossible Beef—at 118 Metro grocery stores across Ontario Nov. 3.

“It was a natural fit to choose Impossible Beef as our plant-based topping—I’ve been a fan of the brand since it first arrived in Canada,” said Ali Khan Lalani, founder and president of GA Pizza. “We love providing consumers with easy, craveable options that don’t compromise on quality or taste. Our team strongly values culinary innovation and Impossible Foods felt like a like-minded brand to expand our product offering.”

The vegetarian New York Sicilian is created by General Assembly’s corporate executive chef, Curt Martin, and Impossible Foods’ team of culinary experts. The chefs developed the co-branded product using General Assembly’s 100 per cent naturally leavened dough. Impossible Beef is seasoned with a fennel seed, cayenne pepper, garlic blend, and paired with red onions, Lombardi peppers and topped with mozzarella. The pies are par-baked and frozen using superior freezing technology, the company said in a news release.

“Our mission at Impossible Foods is to make our plant-based meat just as available and accessible as conventional meat from animals,” said Dan Greene, SVP of North American Sales at Impossible Foods. “That includes frozen pizza, which is a huge category that we’ve yet to penetrate.”


The New York Sicilian pizza is available exclusively at Ontario Metro stores. The co-branded offering is supported by GA Pizza’s distribution partners, UNFI and Horizon, and is expected to roll out to additional retail partners beginning in November. The New York Sicilian pizza will launch to GA Pizza’s subscriber base (Ontario and British Columbia) through in November.

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