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The Ministry for Primary Industries is investigating Hell Pizza's fake meat "burger" pizza.
Hell left a bad taste in many mouths after revealing it had secretly used plant-based Beyond Meat burger patties on one of its pizzas last month.
Hell's decision not to alert customers to its use of the plant-based product was met with mixed reactions.
Some people were outraged at having been duped while many were concerned about the potential implications of ingesting Beyond Meat ingredients when they thought they were eating beef.
Consumer behaviour expert Professor Malcolm Wright said the growing trend towards sustainably-produced foods may have contributed to that indifference.
Wright, from Massey University's School of Communication, Journalism and Marketing, said reactions to the company's stunt would have been influenced by two factors.
"The first is the idea that the product has been adulterated or standards have dropped and you would expect people to react negatively to that," he said.
"But the other dimension is around sustainability, the environment and issues with eating meat. What Hell have done in this case could be seen as innovative and positive and pro-environmental."
Hell Pizza has over the years been involved in controversy, when they first opened up, some religious groups boycotting their shops because of its name ....and now it would seem, it's the turn of carnivore groups...Ah...the things some people do...